How Do We Get More Socks on People's Feet?

I didn't know much about how to market traditionally. What I did know, I came from the athlete space. The best way to kind of market an athletic brand is to a sponsor athletes. And so we sponsored their Red Bull 400 event in Whistler where we were able to give every participant a pair of socks and co-branded socks. We could use the packaging on the back of those socks, for example, to have a referral code or some sort of discount saying, hey, you like these socks? Check on our website, use this code, get more.

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