Kelly Slater

Right.

And then surfing through the 90s and early 2000s really was peaking as far as the brands go.

I remember.

I mean, I remember.

Quicksilver was OP.

Yeah, OP.

Remember OP, the corduroy shorts?

But Quicksilver had a big thing because I was a Quicksilver guy for 23 years.

And it was Quicksilver, Roxy was the women's line, and DC was the shoes.

So those three brands were powerhouses through our industry.

and, and skating with DC shoes, obviously, but, you know, Quicksilver is so wealthy.

They're making so much money.

And so all the surfers and skaters and sponsored athletes and, you know, models and all that sort of stuff, we're all making really good money from the brands.

And, um,

And then eventually, a lot of them became public brands.

And they were kind of chasing stock price instead of just making what authentically made them great brands.

It was more worried about the company structure than it was about the product that was being made.

And then outsiders came in and started buying, take over these companies and stuff.

And it really changed what surfing was in the past 20 years.

And those companies also, they didn't own the tour, but they sponsored each of the individual tour events, and they had the media rights.