A seemingly innocuous marathon in the US state of South Carolina took Zeddie Little's life to heights he never imagined... in fact to heights no one could have foreseen!

Little was participating in the Cooper Bridge River Run, an annual 10km event held in Charleston, when amateur photographer Will King happened to take a few shots of him running... all quite normal so far.

However, King then uploaded his photographs (one of which was of Little) to Flickr and promptly received a comment: "I dub this man 'Ridiculously Photogenic Guy" from a friend.

That comment and that photo almost immediately went viral and was viewed and commented by millions of people all across the Internet. Overnight, Little became a sensation and everyone was talking about (and agreeing, it seems) how truly photogenic he was.

Meanwhile, the photographer who started it all, King, is also in the centre of the storm.

"One of my friends commented on the picture and said something along the lines of 'I dub this guy Mr Ridiculously Photogenic'. I thought it was a pretty cool comment, so I posted it on (Internet news website) Reddit. For some reason it just took off from there," he explained.

The man about whom all this fuss is being made - Little - was born in Charleston, South and according to Right Entertainment, graduated from the College of Charleston as a Communications major in 2009 after attending West Ashley High School. He is now a public relations adviser for a music company in New York City, where he now lives.

Incidentally, Little is in a committed relationship... and has been so for five years now. According to the Daily Mail, a Facebook group set up in his honour had 800 likes by 9 am on Friday - but by 10 am there were more than 1,700 fans. His picture has already been viewed more than 1.25 million times on Flickr since being posted on 31 March.

"What's happened is crazy. I think it's phenomenal and it's been fun to watch because my son is such a hard-working and unassuming guy. This is totally unexpected and has just happened - he was in the right place at the right time with the right smile. He has never done any modelling or anything like that. Right now he's trying to break into the PR business in New York, so this will probably help. He's done a few part-time jobs but has just got something permanent. He's a bit overwhelmed by all the attention, he doesn't know what to do and when he called me to tell me about it he said: "I can't believe it!"' Zeddie's father, Jack, said.

As you'd expect, Little is now being flooded with offers for advertisements.

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