Elliott Hill

And that's

That's certainly, I think, something that I am really challenging our team around is that growth, profitability, and then ultimately taking back market share.

No, no, no.

So I think I talked a lot about in the five actions, I talk about an elevated and integrated marketplace.

And really what the team now has lined up on is making certain that wherever a consumer chooses to shop for our brand, we show up in a thoughtful, meaningful way.

And what does that mean?

It's the consumer that shops that, whether it's digital, physical, owned or partner, making certain that we have the right assortment for that consumer.

and the right presentation, the right depth, and the right level of service around it to create the overall experience.

And that's what we're driving right now.

And that's where our focus is.

Yeah, the elevation piece that I talk about is being proud of where our brand shows up,

Wherever that is, again, digital, physical, owner, partner.

And it's not just the assortment, it is the presentation of that assortment.

Because at the point of sale, when a consumer is interacting with our brand, it can't just be about the product.

It has to be about the stories that we tell and the beauty of it.

So there's no question that we're putting an emphasis on really elevating the premium nature of our brands.

You know, we touched on it last quarter.

We're feeling good about, you know, we talk about the big three, the Air Force One, the AJ-1 and the Dunk.

Air Force One, frankly, is back to growth.

So we feel good about the work that the teams are done.