Boone Hogg and Logan Jugler, two adventurous friends, embarked on a hike through Utah's Arches National Park in late summer 2023. During their trek, Jugler stumbled upon a stick that struck him as both amusing and unique. This seemingly insignificant find sparked a creative idea that would soon captivate millions worldwide. Thus, the Odd Stick Review (OSR) was born—a platform that has since attracted over 3 million followers on Instagram within just a year of its inception.
The success of OSR lies not merely in reviewing sticks but in celebrating the people who discover them and the stories that emerge. Hogg and Jugler began by sharing pictures and videos of sticks they collected during their explorations. Their unique approach quickly resonated with audiences, transforming a simple pastime into a viral phenomenon. OSR now hosts a vast archive with over 100,000 submissions from enthusiasts across the globe, each contributing to a growing community bound by a shared appreciation for the mundane yet fascinating object.
One of OSR's most engaging features is the "stick of the month" award, where sticks are judged based on various attributes like color, shape, and flexibility. Hogg and Jugler receive hundreds of sticks daily, which they carefully preserve, adding to their extensive collection. They aim to capture the vicarious joy sticks represent, focusing on where they can take one’s imagination rather than their geographical origins.
“It’s that universal human experience you have as a kid, when you find a stick and it just becomes something else,” said Logan Jugler.
This philosophy underpins OSR's approach to reviewing sticks. While they employ certain metrics such as size, grain, and shape, they also consider more unconventional criteria like the Tennison Curve Scale. By avoiding prescriptive judgments, Hogg and Jugler encourage a more open-ended exploration of creativity and nostalgia.
OSR’s reach has extended far beyond casual stick enthusiasts; it has captivated celebrities including Lin-Manuel Miranda and Olivia Wilde, who have submitted their own sticks for review. This celebrity engagement underscores the platform’s universal appeal and its ability to foster connections across diverse demographics.
“When the fires first started [in California], we had a father and a daughter send in a stick, and you could see the skies, this impending thing behind them,” Boone Hogg recounted.
Such submissions highlight the deeper stories and emotions attached to these simple objects. The community surrounding OSR thrives on these shared narratives, creating a tapestry of experiences that transcend geographical and cultural boundaries.
Despite its significant following, Hogg and Jugler maintain a humble perspective on their role in social media.
“We don’t think about it too deeply as a role on social media,” Logan Jugler stated.
Their focus remains on celebrating creativity and joy without delving into political or negative discourse.
“We don’t want to push for American positivity,” added Jugler.
OSR’s founders have also committed to charitable causes by donating profits from their merchandise, further reinforcing their intent to create a positive impact.
“We just liked making something that harnessed what was exciting about the internet in the beginning,” Boone Hogg explained.
This sentiment captures the essence of OSR—an innovative platform that rekindles the excitement of discovery and connection that the internet once promised.
The narrative of OSR is enriched by personal anecdotes, one of which includes a playful remark from Boone Hogg's boyfriend during their stick collection adventure:
“You shall not pass!”
This light-heartedness permeates the platform's content, inviting followers to engage with it in a similarly carefree manner.