The Value of the Brand's Association With John Hurley

There's an obvious value to the brand's association with John certainly right now, it's at the zenith of his career. I've been very like we don't want this to be a quote unquote fan brand where it's like we're stressing out about every heat that John has. This is a journey. And so if we were trying to capitalize on John's competitive stuff, it would be a race and we'd be probably making products that would be really different than what jerseys or something.