NELK is a Canadian–American entertainment collective founded in 2010 by Kyle Forgeard and Jesse Sebastiani, which rapidly gained fame for prank-style YouTube videos and the phrase “Full Send”. After surpassing millions of followers, they expanded into commerce with their lifestyle brand Full Send (streetwear drops) and the hard-seltzer brand Happy Dad (launched 2021). The group now functions as both a media entity and consumer-brand platform, illustrating how creator communities can convert viral attention into scalable business ventures.