The Value of Giving Out Awards to Pros

I think there was a clout issue that kind of helped with the brand, like seeing actual professionals who had won Super Bowls and like done something. And I actually picked names like AJ Hawke. I picked his name off a packing slip because he ordered it. So you got to understand like, is this a clout play? Is this something to just say, look, here's somebody who's excellent at what they do. And then it's all about you putting that story out there, rather than relying on them to put your story out there.

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