In many countries around the world, Georges St-Pierre is a Canadian phenomenon, right up there with Céline Dion and the Cirque du Soleil. His international celebrity status is the result of equal parts extraordinary athleticism and finely tuned marketing. In 2011, the mixed martial arts world champion had to withdraw from competition due to a serious knee injury. The forced layoff led him to rethink his future, reboot his team and, most importantly, rebrand his image around the globe. GSP, his new worldwide brand on the web and social media, has been a resounding success – he now enjoys over three million Facebook friends and high-end sponsorship, plus his income is going through the roof. But just how hard can you sell an athlete competing in a violent sport? There's a price to pay, and some tough ethical choices to make too. On November 17, 2012, the day after this one-of-a-kind documentary's broadcast premiere, Georges St-Pierre showed the whole world he had the makings of a grand champion when he defeated Carlos Condit to reclaim his UFC welterweight title.