Olivier Giroud is a well known French international striker, and his surname alone became shorthand in French football memes and banter online. Paired with NTM, a very crude French insult, the phrase turned into a short shareable reaction clip rather than a match recording. It spread through French speaking gaming and football communities in the same way a French meme song clip spreads, by being short, recognisable and easy to drop into chats, edits and soundboards without explanation or setup for new listeners online today.