 It doesn't seem like any of these designers are ever successful at shaking the limbs of the tree. Do you feel like, and I could be totally wrong on this, but do you feel like that it's because these brands are too big to have the tree shaken like that? Yeah. I think that I give credit to guys like Virgil over at Louis Vuitton and he's pushed it. He's been able to do it. For every person who hates on that guy, you're not recognizing that this man has been able to do things that no other designer at a luxury house has been able to break through, you know? And I respect that. Just like that's why I get excited about it. Just condating that camp, too? I mean, just because he hasn't worked at a luxury house and got him shaken up a brand, yes, he did it with Adidas, but I also argue that like Adidas literally just said, go make a brand and we'll pay for it, you know? And like, we'll get some cool marketing tail out of that. I think about it less than maybe, I mean, yes, that's probably the biggest example of it. Maybe I'm fucking wrong. It's like to say, yes, Cogni was handed the keys and it was just a go like I have friends who work for that, that whole camp and like literally kind of be like, I want a factory in Wyoming and they'll be like, cool, factory in Wyoming will be on a boat from Germany happening in, it'll be there by next week and we're going to build it. And then he'll have it built and he'll be like, I want it two miles away and they'll go move it two miles away. And here at one point, and this is a maybe top secret who knows, I'm not on any end of the day with Adidas, so who cares? But they were literally like going to build factories on planes for them to fly with wherever Cogni was going. You could think about how expensive that is and the cost of just scaling that. But those were like the way that they were thinking, right? And like that's pretty crazy. That's crazy. But that's how much he was able to go fuck up the brand and help them think differently because, A, he gets to push the needle for them, do good business, big sales, that's great. I think that it just helps people to think about the brand way differently. And so you associate easy with Adidas and then you immediately bring more value back to the Adidas brand. And by letting him go fuck it up, you now like Adidas on the board.