Gérald Marolf

And it's probably super hard.

I mean, there is stuff that I simply just love.

Teenage Engineering is one of those brands.

I don't know if you know them.

They're like Swedish consumer electronics things.

Quite small, they're spectacular, but you have to be really deep into it and then buy their Bluetooth speaker and you're just going to be blown away.

But then they have great marketing, they have great brand, they have great product, but sometimes it just doesn't, I don't know, maybe it's the category or something else that doesn't scale or maybe you also don't want to because SoundCloud was also a good product, but we were all on Spotify, right?

I think we have created our very first collaboration with Loewe, the Spanish luxury house.

We have created a, I would probably say, dog walking trail runner.

So we changed our core trail running show at the time, which was called Cloud Venture.

And together with Jonathan Anderson, the person I mentioned in the very beginning, he came back from Japan and brought some samples of some shibari towels, right?

The denim fade stuff.

And the factories really didn't get it, but we replicated that on a canvas and then created, I think, an incredibly beautiful product that

that I truly love.

Obviously very early to do very expensive running sneakers at that point, because that was pre whatever, New Balance, Miu Miu and all of that.

It did okay, but I think if I look at that product now, it's one of those things where Pursuit of Elegance, it's an old book, but it's that.

It's 90% perfect and then you leave the rest to the consumer.

The easiest answer is probably total addressable market.

But isn't the opportunity to disrupt and create as a brand that doesn't exist in certain spaces opening up somewhat of a butterfly effect towards who you can be?

I mean, Nike was a running brand when they started.