Okay, ready.

Take what you know, and it's by the time when you get yourself and we are, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, I want to know some things to see

I think about every one to see

I think about everyone you need

all the things are and brown now.

I have here seen you wanting you.

Hey, it's a race show.

Okay, though.

Good sort of race show. Okay okay though. The tour ratio, okay though.

That might be the best question I've ever been asked. You doubled sales, you did something unprecedented in American consumerism in terms of creating this massive brand

around somebody who's not playing. How do you do it? The idea that we came up with was,

let's create a brand that represents the things that Michael Jordan

represented on the basketball court and off the basketball court and let's create that brand and

build it around those characteristics.

Of course, the man is at the center of it,

but it's really what the man represented.

Hard work, dedication, excellence,

all those things that Michael Jordan represented on the court.

We also had to zero in on who our consumer focus was going to be and who was our target

consumer.

And we realized that that you know there's a kid in the hood who's like the leader on the

basketball team the best dressed kid he's the one that has everything first that's the kid we targeted and because the thinking was if we can get that kid he'll influence other people. We talked to kids, we you know interacted with

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