The statue dedicated to the film boxer Rocky Balboa is probably one of the most famous statues in Serbia, one that the whole world has heard about. The idea of erecting it arose as an interesting marketing move by several young people from Žitište, who wished to promote their town in this way and to point out the need for greater activism and participation in decision-making by young people in society. The aim was, above all, for people in Serbia and the surrounding region to hear about the initiative to erect a statue of Rocky Balboa as a recognisable symbol of perseverance and the desire to succeed. However, the making and unveiling of the statue aroused unprecedented interest not only from domestic media but also from numerous foreign media around the world, and the figures – 70,000 web pages published, 140 accredited media outlets and 12,000 people at the unveiling of the statue, held as part of the Chicken Fest event – are enough to show that the idea achieved a global resonance. Made using the technique of modelled concrete and more than three metres high, the statue of Rocky Balboa with his arms raised in victory is a reminder of how a group of young people decided to influence their surroundings and their lives in a completely different and unusual way. Adorning the centre of Žitište, the statue greets curious travellers who decide to stop the car for a moment and take a photograph in front of it, imitating Rocky himself, with his arms raised high in victory.