The first-round pick is athletic, and although he averages just six points a game, some of those points are highlight-reel dunks.
After an early season game, the hashtag "#letrossdunk" started popping up on Twitter. People caught on to it, and momentum grew until the Raptors started marketing the slogan in a direct effort to get Ross into the Dunk Contest.
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"It's the first time anyone's put a hashtag with my name on it," he told CNBC while in New York earlier this week. "At first, I thought maybe I'll see it once or twice. But the bigger it got, it was like, this is great.
"It was just an honor and kind of surreal that its happening to me."
When asked if he knew where it all began, the shy Ross did not have an answer.
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"I have no idea," he said. "It might have been the announcers?"
It was Jay Satur, a blogger for the team. He started it, and the team ran with it, putting it on posters and marketing Ross all the way to China, where his web video was viewed hundreds of thousands of times.
"Every time I got a dunk, that's the first thing the announcer would say ("letrossdunk")," Ross said. "It started getting bigger, and people started tweeting me."
And it worked.
After being selected to be in one of the marquee events of the weekend, the marketers shifted gears and made the hashtag: #rossshalldunk.
It has turned a quiet player — toiling in Canada on a losing team — into a known entity, begging the question whether he'll try and cash in on his Twitter momentum.
"It's still all kind of happening still," he said. "I'll probably see something in the next couple months, hopefully."
"It's helping me get my name out there, establish myself in the league. I think this has just been one big positive thing for me."