Gérald Marolf

And aspiration is one, but then it's also, it's good to have great product, even though you don't use it at its full extent.

I don't see any negative to that.

Anyone should go and get the greatest cashmere out there.

If they fancy cashmere, they probably don't need it to stay warm.

We really strive for the factors that are not just always straightforward, which is not just style and aesthetics, but it is also to some extent a view on how product ages, what durability means, how colors play with each other's and how it gives you an opportunity to also differentiate yourselves in your everyday lives.

So running and coming from running and having run culture as a base is just a great starting point.

Because we simply can't fuck up.

You cannot give people a product that they cannot do their half marathon in.

And then, yes, we have the Reddits where we'll have long debates because, I mean, this year we launched a four-hour marathon show.

If I would ever run a marathon in below four hours, I would probably be dead.

So there is an audience who needs different kinds of shoes.

But the hardcore audience thinks that everything needs to be obviously as tailored to the fastest and most performant.

But we're also trying to work even within running towards different audiences.

And then that triggers outside of running also different communities.

We listen a lot.

We don't always use everything, but we do listen a lot because the company has also been growing at a scale where you also need to find the right kind of balance.

And we also need to become much more concise in terms of understanding.

how we show up, where we show up as you do this more polar opposite sort of consumers.

And there's an interesting aspect that we just don't have an archive.

So that means every other footwear brand will go back in history, right?