 This is our inaugural event for BRKicks. It is the ultimate culmination of sports style and sneaker culture. We're celebrating a lot of things today. The best of basketball sneakers, lots of exhibits for people to check out, customization sessions and letting people walk away with one of a kind merchandise. Adidas is actually unveiling for the first time to consumers their first laced-less basketball shoe. It's called the next level. Twitter, we're talking about the most talked about basketball shoes in the Twitter sphere for the year, so they have a custom wall, which I'm sure you'll see, and some photo opportunities. Levi's is doing the perfect lay, which is all about the right pair of denim to go with the sneaker of your choice. So we have custom stylists that are helping people choose denim. Ubique, who is a shoe designer, is hosting custom private sessions upstairs where people get to walk away and make their own one-of-a-kind sneaker. Mosh, who is sitting in the center of the space and very visible, is doing customization sessions for consumers every 20 minutes. So a lot of energy and activity throughout the day. Why did you decide to work with Leech Report on the pop-up today? So this is our first partnership with Leech Report. We're very excited. We feel like they really tap into that intersection of sports, culture, style. So we think it's a huge opportunity for us and a great audience to be talking to. As media companies, you know, diversify revenue streams by holding these in-person events and, you know, connecting with people offline. I mean, do you see Leech Report expanding in this area at all? Yeah, I mean, I think one of the things that I've been really focused on is diversifying the kinds of solutions that we're able to bring to the marketplace for our advertisers, because we live and exist in a very complicated landscape. There's more content in the ecosystem than you can ever consume as a human being. And so how do you intelligently allow your clients to tap into different parts of your business, be it thought leadership, our influencer platform, our real-time experiences, so that there are different ways to reach the consumer at the top of the funnel, all the way down to the bottom of the funnel. What are you excited about today? I'm excited about Czech West, who's performing after dark. But I'm also excited for real sneakerheads and people that are just casual sneaker fans to come and, like, get excited about their own identities, their own style, and walking away with, like, a great feeling. It's the right time of year to walk away with, like, that spirit, and so that's what we're trying to create today.