1 00:00:09,080 --> 00:00:11,360 Hey everyone, and welcome to doctors are running podcasts 2 00:00:11,360 --> 00:00:13,800 where we a group of doctors of physical therapy, talk about the 3 00:00:13,800 --> 00:00:16,840 art and the science of the things we put on our feet today. 4 00:00:16,840 --> 00:00:20,560 I am very honored to have Brian, the CEO and president of the 5 00:00:20,560 --> 00:00:22,680 Adora USA on the podcast with us. 6 00:00:22,680 --> 00:00:25,240 And ironically, we had to small world. 7 00:00:25,240 --> 00:00:28,160 As turns out, Brian, you were just actually in the Oregon area 8 00:00:28,160 --> 00:00:32,360 talking to a company foot track that I actually foot traffic 9 00:00:32,360 --> 00:00:33,840 that I actually used to work for. 10 00:00:34,160 --> 00:00:35,800 There's going to be some interesting connections here. 11 00:00:35,800 --> 00:00:37,680 So I am super excited to have you on. 12 00:00:37,920 --> 00:00:39,360 Oh cool, thank you so much for having me. 13 00:00:39,360 --> 00:00:42,360 Sweet. OK so Diadora is a really 14 00:00:42,360 --> 00:00:45,760 interesting brand that again has been around for a long time. 15 00:00:45,760 --> 00:00:50,280 They started Correct My Fam wrong in a in the 1940s, really 16 00:00:50,280 --> 00:00:54,400 jumped into sports in the 1960s and I've continued to develop. 17 00:00:54,680 --> 00:00:57,400 It was only a couple years ago, Please correct me that they 18 00:00:57,400 --> 00:01:01,160 jumped back into the US with running stuff and have made, in 19 00:01:01,160 --> 00:01:04,480 my opinion, quite the splash in terms of being able to have some 20 00:01:04,480 --> 00:01:07,080 really solid footwear, some stuff that's a little different. 21 00:01:07,160 --> 00:01:10,120 Is there anything on the Diadora history that I'm missing you 22 00:01:10,120 --> 00:01:12,040 think is really important to hit on? 23 00:01:12,400 --> 00:01:16,800 No, I mean, yeah, 1948 started in, in Northern Italy originally 24 00:01:16,800 --> 00:01:19,040 hiking brands, a lot of recreational hiking and skiing 25 00:01:19,040 --> 00:01:23,680 brands in that area got really into sport footwear in the in, 26 00:01:23,680 --> 00:01:26,400 you're right in the 60s we're we're always doing running 27 00:01:26,400 --> 00:01:30,200 stuff. So we had tons of Olympians and 28 00:01:30,200 --> 00:01:31,640 and European record holders and stuff. 29 00:01:31,880 --> 00:01:35,920 It was never never really distributed in the US at any 30 00:01:35,920 --> 00:01:39,160 sort of large level, primarily in the US and its heyday with 31 00:01:39,160 --> 00:01:42,480 soccer and, and, and tennis people remember Roberto Blasio, 32 00:01:42,760 --> 00:01:47,040 Jennifer Capriati, Bjorn Borg, Boris Becker, They remember all 33 00:01:47,040 --> 00:01:49,960 of these things. But it, we had amazing running 34 00:01:49,960 --> 00:01:53,680 brand, great, great company. So, yeah, nine years ago that 35 00:01:53,680 --> 00:01:56,640 we, we really woke up and, and we're like, the brand is all 36 00:01:56,640 --> 00:02:00,440 runners now and it's a, a, a, a company is just a collection of 37 00:02:00,440 --> 00:02:02,680 people. You know, you can't like fake 38 00:02:02,680 --> 00:02:04,400 it. I, I don't know anything about, 39 00:02:05,000 --> 00:02:07,640 I don't know, target shooting, so I can't just create a target. 40 00:02:07,640 --> 00:02:11,039 I don't know why I picked that, that that example, but I can't 41 00:02:11,039 --> 00:02:12,600 just go create something. It's not in my blood. 42 00:02:12,920 --> 00:02:15,600 But the brand now is, is everybody has running in their, 43 00:02:15,600 --> 00:02:18,520 in their blood, you know, so if you want to talk about what, 44 00:02:18,840 --> 00:02:22,280 what the grass smells like at, you know, at, at tryouts for 45 00:02:22,280 --> 00:02:25,080 cross country, everybody knows what that feels like. 46 00:02:25,080 --> 00:02:28,640 So so we were like, this is it and and the markets, I didn't 47 00:02:28,640 --> 00:02:32,560 interest an opportunity because I feel like we feel like 48 00:02:32,560 --> 00:02:35,840 everything's drifted into this like, yeah, general consumer 49 00:02:35,840 --> 00:02:38,400 footwear, like mass appeal footwear. 50 00:02:38,400 --> 00:02:43,360 When man, I I want to, I want to help a kid, you know, break 1250 51 00:02:43,360 --> 00:02:45,680 or 12. You know, I, I like I, I, I'm 52 00:02:45,680 --> 00:02:49,160 talking about a 5K, you know, but that's what I I wake up 53 00:02:49,160 --> 00:02:53,040 thinking about not, you know, not these are all important 54 00:02:53,040 --> 00:02:54,480 things. I have to run a company and, 55 00:02:54,480 --> 00:02:59,840 and, and develop, but you know, there's nobody I, I think we are 56 00:02:59,840 --> 00:03:01,920 in a very interesting perspective to deliver that. 57 00:03:02,160 --> 00:03:03,840 Yeah, and I would definitely agree. 58 00:03:03,840 --> 00:03:08,360 I I also saw I believe there is a diadora spike in the works, a 59 00:03:08,360 --> 00:03:11,080 track spike if that's correct. Yeah. 60 00:03:11,080 --> 00:03:14,640 I mean we so, so the reset of course has to be around the 61 00:03:14,640 --> 00:03:17,440 training footwear and then some of the performance training 62 00:03:17,440 --> 00:03:20,800 footwear including like a like a traditional tempo shoe, a 63 00:03:20,840 --> 00:03:23,840 marathon shoe. But, but, but these things I 64 00:03:23,840 --> 00:03:26,640 could talk about a process later, but these things take a 65 00:03:26,640 --> 00:03:28,760 while. We don't, we don't do things on 66 00:03:28,760 --> 00:03:33,120 a traditional quarterly calendar for this for for the market. 67 00:03:33,120 --> 00:03:34,880 We do things when they're perfected. 68 00:03:35,240 --> 00:03:38,440 So like our, our, our, our, our carbon shoot took took two 69 00:03:38,440 --> 00:03:40,920 years, our spike took a year and a half. 70 00:03:40,920 --> 00:03:45,720 And, and we're just about to, we're just about to intro it 71 00:03:45,800 --> 00:03:50,320 with some athletes and kind of round around end of April. 72 00:03:50,600 --> 00:03:51,920 Right, that's awesome and then we'll. 73 00:03:51,920 --> 00:03:54,120 Bring it to market. Bring it to market next year. 74 00:03:54,480 --> 00:03:56,160 Right. So for the listeners who do not 75 00:03:56,160 --> 00:03:58,800 know, and Brian, I know you are immersed in this when you 76 00:03:58,800 --> 00:04:01,160 develop a shoe, it's not something that just comes to 77 00:04:01,160 --> 00:04:04,040 market in a year. There is the development phase. 78 00:04:04,040 --> 00:04:06,680 We're like just drawing it up, trying to figure out what this 79 00:04:06,680 --> 00:04:08,880 is going to look like, who to be able to be able to market this 80 00:04:08,880 --> 00:04:10,240 to, what the purpose of this thing. 81 00:04:10,480 --> 00:04:12,760 And then you actually have to build it, you have to test it. 82 00:04:12,760 --> 00:04:16,360 That process takes even longer. So kudos because I know that the 83 00:04:16,360 --> 00:04:19,079 process can take anywhere from 3:00 to 5:00, if not longer 84 00:04:19,399 --> 00:04:21,560 years to kind of get going and get to market. 85 00:04:21,560 --> 00:04:24,720 But it's cool that you're sharing stuff even before like 86 00:04:24,720 --> 00:04:26,560 it's ready to go to market, going, hey, this is what we're 87 00:04:26,560 --> 00:04:28,480 working on. And that process of going, hey, 88 00:04:28,720 --> 00:04:30,880 you know, we're going to put something out when it's ready. 89 00:04:30,880 --> 00:04:33,440 Not oh, we have to stick with this one or two year cycle. 90 00:04:33,680 --> 00:04:36,160 I feel like gives you a lot of freedom as a company, right to 91 00:04:36,160 --> 00:04:38,680 go, hey, how can we actually put out what we think? 92 00:04:38,680 --> 00:04:40,640 Is this real? Like really good thing instead 93 00:04:40,640 --> 00:04:43,760 of being on that kind of hamster wheel of I have to get this out, 94 00:04:43,760 --> 00:04:45,200 I have to get this out, I have to get this out. 95 00:04:45,200 --> 00:04:49,600 Yeah, that's correct. This is, you know, I'm sure this 96 00:04:49,600 --> 00:04:51,520 is your world. Everybody says, hey, we want to 97 00:04:51,520 --> 00:04:53,520 make the best footwear. So how do you actually, how do 98 00:04:53,520 --> 00:04:57,520 you do that? And, and I can tell you we have 99 00:04:57,520 --> 00:05:00,760 a better outsole rubber. I could tell you, but dude, it's 100 00:05:00,800 --> 00:05:02,800 you're using the same raw materials, right? 101 00:05:02,840 --> 00:05:06,200 Like an artist has the same paint, like Bowie's good. 102 00:05:06,320 --> 00:05:08,440 You know, when he's working with Brian Eno, he has the same 103 00:05:08,800 --> 00:05:10,560 organ. It's what what he does with it. 104 00:05:10,560 --> 00:05:14,760 So the, the thing you're talking about is a shared value between 105 00:05:14,760 --> 00:05:17,800 Enrico Palagato, who's the owner of the Adora private company, 106 00:05:18,040 --> 00:05:21,640 Claudio Bora is our global CEO and everybody at the company 107 00:05:21,640 --> 00:05:25,960 that you know, we're creating. And the end result is hopefully 108 00:05:26,160 --> 00:05:29,640 a 1250 on the track or faster like these these sort of things. 109 00:05:29,640 --> 00:05:31,520 So it's, it's a creation process. 110 00:05:31,960 --> 00:05:34,600 But the the other thing you said it's like, oh you it doesn't 111 00:05:34,600 --> 00:05:36,320 take a year. It can take a year. 112 00:05:36,480 --> 00:05:41,920 If you said, hey, I want to develop $140.00 shoe and you 113 00:05:41,920 --> 00:05:45,200 have money and you call a factory and you say hey, I, I 114 00:05:45,320 --> 00:05:47,320 these are a couple specs. You can do it. 115 00:05:47,640 --> 00:05:49,040 OK, we. Did not know that. 116 00:05:49,360 --> 00:05:52,000 Yeah, it's just going to be another thing though. 117 00:05:52,320 --> 00:05:55,680 You you've seen in the industry a lot of times when an update 118 00:05:55,680 --> 00:05:58,040 comes and you're like, oh, it's not as good as the last or why 119 00:05:58,040 --> 00:06:01,040 did they do this? It's because they're sticking to 120 00:06:01,040 --> 00:06:05,360 this timeline based on, you know, a, a made-up calendar 121 00:06:05,920 --> 00:06:08,200 instead of trying to perfect the thing. 122 00:06:08,200 --> 00:06:11,200 So the, the, the approach you're, you're saying gives us 123 00:06:11,200 --> 00:06:14,120 freedom, but it's a, it's, it's not just freedom for me, it's a 124 00:06:14,120 --> 00:06:16,120 shared perspective from our whole company. 125 00:06:16,600 --> 00:06:19,080 Got it. So before we're so you're, 126 00:06:19,080 --> 00:06:21,360 you're going right into where I want to go is, is going into 127 00:06:21,360 --> 00:06:23,960 what makes Theodor unique. The first thing though, I know 128 00:06:23,960 --> 00:06:25,800 you've talked about this and there you've done lots of 129 00:06:25,800 --> 00:06:28,680 podcasts on this, but I want to intro you a little bit more 130 00:06:28,680 --> 00:06:31,680 because the vision and the artistry that you are bringing 131 00:06:31,680 --> 00:06:35,960 to the table comes from your unique background as both a punk 132 00:06:35,960 --> 00:06:38,880 rock musician and a runner. Would you mind speaking a little 133 00:06:38,880 --> 00:06:42,760 bit to kind of your background and what brought you to Theodor 134 00:06:42,760 --> 00:06:44,720 before we jump into what makes Theodor unique. 135 00:06:44,720 --> 00:06:47,080 And that's what's cool as a as I'm a musician, I'm not a punk 136 00:06:47,080 --> 00:06:50,560 rock musician. I am a Scottish Irish fiddler 137 00:06:50,760 --> 00:06:52,920 but can still appreciate the like you're an. 138 00:06:52,920 --> 00:06:55,320 Artist so. Yeah, when I'm when I'm talking 139 00:06:55,320 --> 00:06:57,000 to 1. When you talk about this, when 140 00:06:57,000 --> 00:07:01,200 you sing punk rock, like The Dubliners are as punk as anybody 141 00:07:01,200 --> 00:07:02,680 like, so that's. That's fair. 142 00:07:02,840 --> 00:07:05,280 You say you say this stuff, but it is, it is. 143 00:07:05,320 --> 00:07:07,120 It's just, it's just, I love creation. 144 00:07:07,360 --> 00:07:12,360 So my background was was music like I was creating records, but 145 00:07:12,360 --> 00:07:15,360 I was so I was playing in bands, I was drawing the labels, I was, 146 00:07:15,360 --> 00:07:17,760 I was planning tours, all of this stuff. 147 00:07:17,760 --> 00:07:21,520 But but it could be, you know, you're really passionate about 148 00:07:21,520 --> 00:07:24,720 architecture, could be really passionate, anything creative. 149 00:07:24,720 --> 00:07:29,960 So this, this might be in the course of, of balancing the, 150 00:07:30,440 --> 00:07:33,440 the, the company, like actually growing a company because dude, 151 00:07:33,440 --> 00:07:35,880 I'm competitive. I want to beat other companies 152 00:07:35,880 --> 00:07:39,200 the same way when I toe the line in college, I want to be even my 153 00:07:39,200 --> 00:07:41,960 best friend. It's like, it's the weird thing 154 00:07:41,960 --> 00:07:44,640 about our sport. You know, you train with all of 155 00:07:44,640 --> 00:07:47,600 this group of, of, of people, then you want to, you still want 156 00:07:47,600 --> 00:07:52,200 to beat them, you know? So, so my background coming from 157 00:07:52,200 --> 00:07:56,960 there, I I think, I think was really fun because I was always 158 00:07:56,960 --> 00:08:00,520 immersed at like creating stuff. Like, I was always, yeah, 159 00:08:00,520 --> 00:08:05,720 creating the flyer for the show, creating a logo for a band, 160 00:08:05,720 --> 00:08:09,520 creating songs and recording them, all of this sort of stuff. 161 00:08:10,280 --> 00:08:14,440 So I think just that perspective, you know, so when 162 00:08:14,440 --> 00:08:16,840 when you say, hey, I'm not a punk rock me, I mean, but you're 163 00:08:16,840 --> 00:08:19,640 creating. You love thinking about fiddle. 164 00:08:19,640 --> 00:08:22,720 You love thinking about probably Scottish lore. 165 00:08:23,920 --> 00:08:27,320 My, my, one of my best friends is this guy Max, who's been at 166 00:08:27,320 --> 00:08:30,480 on for a long time. And, and, you know, seeing Billy 167 00:08:30,480 --> 00:08:35,280 Connolly live change both of our lives because like the truth he 168 00:08:35,280 --> 00:08:38,480 spoke to like the way to think about life, it like changed our 169 00:08:38,480 --> 00:08:42,440 whole life. So like maybe it's more that 170 00:08:44,920 --> 00:08:48,520 I've been somebody who's open to all these perspectives and, and 171 00:08:48,520 --> 00:08:52,920 absorbing them and, and, and, and trying to surround myself 172 00:08:52,920 --> 00:08:55,440 with people like that because it's a different thing than when 173 00:08:55,440 --> 00:08:59,400 you, when you just say, Hey, I want a person who does XYZ on, 174 00:08:59,600 --> 00:09:02,240 on my company. You have to be, you have to be 175 00:09:02,240 --> 00:09:04,800 creative. You have to start with this 176 00:09:04,800 --> 00:09:08,120 other ethos, you know. So it makes sense that you so 177 00:09:08,120 --> 00:09:10,920 you've done a great job of combining both a background in 178 00:09:10,920 --> 00:09:13,760 competitive running, which I know you weren't you both you 179 00:09:13,760 --> 00:09:15,800 competed at it was at Stockton University. 180 00:09:15,960 --> 00:09:18,760 You did some post collegiate competing very, very well. 181 00:09:18,960 --> 00:09:22,520 Then you worked at Puma and then moved, moved your way to Diadora 182 00:09:22,800 --> 00:09:27,080 and but at all the same time while being a musician while 183 00:09:27,080 --> 00:09:30,520 owning a record label at the same time, correct And then 184 00:09:30,520 --> 00:09:33,000 being. This sounds so big, but I'm 185 00:09:33,000 --> 00:09:36,760 talking like I was pressing 1000 of each record, you know, 1500 186 00:09:36,760 --> 00:09:39,400 of each record. I was running 224. 187 00:09:39,400 --> 00:09:41,000 Who? Jolindo reminds Jolindo 188 00:09:41,000 --> 00:09:43,160 Berdine's our sports director. He won 88. 189 00:09:43,360 --> 00:09:47,320 He reminds me all the time how pedestrian it is 20 times. 190 00:09:47,320 --> 00:09:50,240 But you know, in a board meeting once, he's like, hey, my driver 191 00:09:50,240 --> 00:09:52,640 ran 216. Like the guy who drove his car 192 00:09:52,640 --> 00:09:55,560 was a 216, letting him know 224 is nothing. 193 00:09:55,680 --> 00:10:00,440 And now in, in, in, in 2025, it's even way, way. 194 00:10:01,400 --> 00:10:04,640 So you're being kind. And I was just always trying to 195 00:10:04,640 --> 00:10:06,160 do things I thought were interesting. 196 00:10:06,160 --> 00:10:10,480 I was very lucky to be able to, at the time, you know, wait 197 00:10:10,480 --> 00:10:14,440 tables, make enough money roofing with my dad, things like 198 00:10:14,440 --> 00:10:18,080 this and and still be able to put out some records, play music 199 00:10:18,080 --> 00:10:20,360 and and, you know, run mileage. Yeah. 200 00:10:20,760 --> 00:10:23,120 So what brought you to Deodora then? 201 00:10:24,280 --> 00:10:27,120 You know, I, I don't know if you plan this, but it's it's 202 00:10:27,120 --> 00:10:31,440 probably a perfect, perfect segue because I was at another 203 00:10:31,440 --> 00:10:34,840 brand 16 years. I have a lot of great friends 204 00:10:34,840 --> 00:10:39,040 there taught me everything I knew, but I'd be I the thing 205 00:10:39,040 --> 00:10:40,680 that we talked about before, like the passion. 206 00:10:40,680 --> 00:10:44,240 You can't do a lot of places because that you have you have 207 00:10:44,240 --> 00:10:47,720 different motivations and if you're at some companies and you 208 00:10:47,720 --> 00:10:49,760 want to I'm, I'm, I'm totally making up. 209 00:10:49,760 --> 00:10:52,960 This is no disrespect to other businesses, but if you, you want 210 00:10:52,960 --> 00:10:56,600 to be the biggest, you have to make sacrifices in your in your, 211 00:10:56,680 --> 00:10:59,760 in your product, in your distribution and in the way you 212 00:10:59,760 --> 00:11:02,480 think about business. These are, these are things I'm 213 00:11:02,480 --> 00:11:07,000 I'm like uninterested in like I, I want our marathon shoe 214 00:11:07,000 --> 00:11:09,080 legitimately to be the best in the world. 215 00:11:09,080 --> 00:11:14,000 I want the the I I was at Nike regionals. 216 00:11:14,000 --> 00:11:18,600 I might have just told this I'm I'm so sorry with my older son 217 00:11:19,080 --> 00:11:21,520 in Poughkeepsie and this one kid I saw in Theodore, I was like, 218 00:11:21,520 --> 00:11:23,920 hey, awesome shoes. He's like, yeah, I got them at 219 00:11:23,920 --> 00:11:25,560 at flea feet Albany. He's like, yeah, it's the only 220 00:11:25,560 --> 00:11:27,000 brand that makes real running shoes. 221 00:11:27,360 --> 00:11:31,680 And I was like floored, because that's what I'm I'm I'm hope 222 00:11:31,680 --> 00:11:34,160 happens, right? Like I'm, I'm, I'm trying to put 223 00:11:34,160 --> 00:11:39,240 the purity of, of, of, of the sport that I love. 224 00:11:39,640 --> 00:11:45,920 And I, I, I call our, our CMO in the US, Ryan, and we talk about 225 00:11:46,280 --> 00:11:50,520 our kids cross country. You know, I call Claudio, who's 226 00:11:50,520 --> 00:11:54,280 our global CEO and, and talk about his son doing triathlons 227 00:11:54,280 --> 00:11:56,560 in Florida. I call, you know, when I'm 228 00:11:56,560 --> 00:11:59,480 travelling with our owner Enrico, we're on a run. 229 00:11:59,480 --> 00:12:04,360 Talk like it's the world, you know, and and you can't do that. 230 00:12:04,360 --> 00:12:06,520 A lot of play. I'm I'm so lucky. 231 00:12:06,520 --> 00:12:09,920 So the things you're saying are so kind, but you know, whatever 232 00:12:09,920 --> 00:12:13,440 the percentage of life luck is, I maximize that luck to land up 233 00:12:13,760 --> 00:12:15,320 where I'm in, given my background. 234 00:12:15,440 --> 00:12:17,200 Got it. So it sounds like what I'm 235 00:12:17,200 --> 00:12:20,480 hearing is you again using this and you'd like having. 236 00:12:20,560 --> 00:12:24,520 I've never made nationals in at D3 and you have a a title, so 237 00:12:25,000 --> 00:12:28,840 again putting it in perspective. So I'm also a fellow D3 runner 238 00:12:28,840 --> 00:12:32,320 and so all power to that because we come on there without any any 239 00:12:32,320 --> 00:12:34,360 additional scholarship or got make her own way. 240 00:12:34,360 --> 00:12:36,080 So I've set all power to you on that. 241 00:12:36,080 --> 00:12:39,440 That's why I was really excited going wait Bry was on D3 glory 242 00:12:39,440 --> 00:12:40,800 days. I heard him wait a minute. 243 00:12:40,800 --> 00:12:42,600 He went to AD 3 school. Awesome. 244 00:12:42,600 --> 00:12:46,240 So yeah, so it sounds like being at Theodora you you really 245 00:12:46,240 --> 00:12:49,840 enjoyed and thrive in having the art and I keep using this word, 246 00:12:49,840 --> 00:12:52,160 but like artistic freedom to be able to focus and develop 247 00:12:52,160 --> 00:12:54,480 something that you really really want to. 248 00:12:54,480 --> 00:12:57,360 So I think that segues really nicely into my next question of 249 00:12:57,960 --> 00:13:01,280 besides what you bring to the table, what do you think makes 250 00:13:01,280 --> 00:13:04,920 Diador unique and different from a lot of the other competitors 251 00:13:04,920 --> 00:13:08,320 on the market now? Yeah, and and yeah, it it, it, 252 00:13:08,640 --> 00:13:12,600 it, it's the process, not it. I'm one little part of it, but 253 00:13:12,600 --> 00:13:16,040 it's the process of everybody. And you think so that when I 254 00:13:16,040 --> 00:13:19,720 talk about how the company thinks about surrounding itself, 255 00:13:19,960 --> 00:13:24,120 our sport director, Yes, it's Jolene de Bourdin who won the 88 256 00:13:24,120 --> 00:13:26,080 Olympic marathon when 1990 Boston. 257 00:13:26,080 --> 00:13:29,240 He has, you know, his logs when he trained in Alamosa or 258 00:13:29,240 --> 00:13:33,440 legendary, but he's a trained architect, you know, like his 259 00:13:33,440 --> 00:13:37,480 passion is creating to this day. He's an older guy. 260 00:13:37,680 --> 00:13:41,360 I go into his notebook, he's doodling logos, he's doodling 261 00:13:42,440 --> 00:13:47,800 conceptual ideas of technology and you can't find those people. 262 00:13:47,800 --> 00:13:49,520 They're I mean you. I'm sure you can. 263 00:13:49,520 --> 00:13:52,400 We're not we're not unicorns, but we're pretty fucking close 264 00:13:52,400 --> 00:13:53,920 schools. We're pretty close. 265 00:13:54,160 --> 00:13:56,960 You know, we're pretty close to this, this perfect marriage of 266 00:13:56,960 --> 00:13:59,120 creativity and passion for sport. 267 00:13:59,400 --> 00:14:04,160 So going going to the to the question, if we want to make a 268 00:14:04,160 --> 00:14:09,960 shoe, if we want to make a shoe, let's say a training shoe 269 00:14:09,960 --> 00:14:14,200 specifically for a distance runner running 120 miles a week, 270 00:14:14,200 --> 00:14:19,040 who's going to race in, in, in, in the 10,000 meters on the on 271 00:14:19,040 --> 00:14:21,560 the track. You think about a little kit, 272 00:14:21,560 --> 00:14:23,880 right? Maybe a, a training shoe, a 273 00:14:23,880 --> 00:14:26,280 speed shoe, a spike. Let's simplify it. 274 00:14:26,840 --> 00:14:29,680 So when we want to develop that training shoe, there's specifics 275 00:14:29,680 --> 00:14:31,200 around that, around that training shoe. 276 00:14:34,080 --> 00:14:38,640 In one building in Carrano de San Marco in northern Italy, we, 277 00:14:38,720 --> 00:14:42,520 we Jolindo myself, a couple, couple of us come up with this 278 00:14:42,520 --> 00:14:47,280 idea. We go down to our design lab and 279 00:14:47,280 --> 00:14:50,040 we start sketching the idea for the, for the mechanics of the 280 00:14:50,040 --> 00:14:51,520 shoe. He's been doing this a long 281 00:14:51,520 --> 00:14:53,800 time. He understands the what the, the 282 00:14:53,800 --> 00:14:57,840 basics of, of all this stuff basics is, is is not the right 283 00:14:57,840 --> 00:14:59,640 word. He's really advanced with our 284 00:14:59,640 --> 00:15:01,760 design team. We start to sketch what this 285 00:15:01,760 --> 00:15:06,760 shoe should be. We walk over 20 steps to our, 286 00:15:07,120 --> 00:15:11,240 he's the one who who is very fluent in, in mechanics and, 287 00:15:11,240 --> 00:15:13,800 and, and all of this stuff and say this will work, this won't 288 00:15:13,800 --> 00:15:14,600 work. Try this. 289 00:15:14,600 --> 00:15:17,600 And, and with the design team we had, we had just a little bit. 290 00:15:18,080 --> 00:15:22,680 Then we walk 20 more and, and in his lab, he also can tweak build 291 00:15:22,680 --> 00:15:25,320 compounds and, and, and 1st compounds for prototype. 292 00:15:25,320 --> 00:15:30,000 We take these materials, we walk over to the the manufacturing 293 00:15:30,480 --> 00:15:32,120 art. We have a factory on site. 294 00:15:32,320 --> 00:15:35,080 We build the first prototypes, we skid stitched together the 295 00:15:35,080 --> 00:15:38,960 uppers, we attach them to the midsole and then a group of us 296 00:15:39,720 --> 00:15:43,960 go out for a run and and and Matt say you ran 10,000 right? 297 00:15:43,960 --> 00:15:45,560 Like if you. Buy a ticket We. 298 00:15:46,040 --> 00:15:50,640 All go out for we come back and we say, hey, I felt something in 299 00:15:50,640 --> 00:15:54,600 the Achilles, you know, because even even all the data, all of 300 00:15:54,600 --> 00:15:59,240 the technical specs, it might not work right for, for 301 00:15:59,360 --> 00:16:02,440 realities of foot tight. So you, you come back and you 302 00:16:02,440 --> 00:16:05,040 say, OK, let's, let's move back. I'm making it up. 303 00:16:05,040 --> 00:16:08,680 Move the move this back to more millimeters or change the foam 304 00:16:08,680 --> 00:16:11,040 or whatever it is in the in the in the collar. 305 00:16:11,960 --> 00:16:14,880 We stitched together another shoe or we adjust that shoe. 306 00:16:15,000 --> 00:16:18,200 We have different ways to do it depending on the, the what we 307 00:16:18,200 --> 00:16:19,680 have to do. We go for another job. 308 00:16:19,880 --> 00:16:23,680 Dude, we could do that for weeks and, and perfect this process, 309 00:16:23,680 --> 00:16:27,160 you know, perfect this thing. Once we say, hey, this feels 310 00:16:27,160 --> 00:16:31,400 amazing, we go back to the lab and this gentleman Mckelly was 311 00:16:31,400 --> 00:16:34,000 amazing. He'll say OK, now he'll, he'll 312 00:16:34,000 --> 00:16:39,680 lab test it, making sure that not only is it a a great shoe, 313 00:16:39,800 --> 00:16:42,480 but he'll test competitors in the market and making sure 314 00:16:42,800 --> 00:16:46,920 whatever KPI we pick. I, I, I talked about Gara 315 00:16:46,920 --> 00:16:49,680 before, but that, that, that one's easy because it's easy to 316 00:16:49,680 --> 00:16:51,240 understand. It's distance between steps, 317 00:16:51,240 --> 00:16:54,680 like the actual compound and the carbon get you a little bit 318 00:16:54,680 --> 00:16:57,480 further, even if it's 1/2 an inch or an inch per step or 319 00:16:57,800 --> 00:17:01,600 whatever it is. And we make sure it's better 320 00:17:01,600 --> 00:17:03,640 than the market. Like we don't just make stuff 321 00:17:03,640 --> 00:17:06,319 that sits in the middle. We don't, we don't because if 322 00:17:06,319 --> 00:17:08,880 that happens, if we're in the middle, we'll, we'll, we'll go 323 00:17:08,880 --> 00:17:12,560 back and try to tweak something with the data after we know 324 00:17:12,839 --> 00:17:16,000 conceptually it feels great, you know, and we keep this process 325 00:17:16,000 --> 00:17:19,960 going until the, the product is, is, is finished. 326 00:17:20,520 --> 00:17:22,920 That's awesome. So what I'm hearing is it's not 327 00:17:22,920 --> 00:17:25,079 just a lot of products will start conceptually and they'll 328 00:17:25,079 --> 00:17:28,440 jump right into the lab. You understand and your team 329 00:17:28,440 --> 00:17:30,880 understands that a lot of it is you got to get it on your foot 330 00:17:30,880 --> 00:17:33,760 And so you are developing it as it's on your foot. 331 00:17:33,760 --> 00:17:36,240 And as runners you're going, what do we want? 332 00:17:36,240 --> 00:17:37,680 How do we develop this? How does it make sense? 333 00:17:37,680 --> 00:17:40,240 Because one of the key points that people need to understand 334 00:17:40,240 --> 00:17:42,800 is that, and I say this as a bio mechanist who's in the lab, but 335 00:17:42,800 --> 00:17:46,400 also recognizes that my research that I do, there are limitations 336 00:17:46,400 --> 00:17:49,520 because when you do it in a perfect lab setting, it doesn't 337 00:17:49,520 --> 00:17:51,040 always translate to the real world. 338 00:17:51,040 --> 00:17:54,560 So the more real world testing you can do, the more applicable 339 00:17:54,560 --> 00:17:56,200 and probably the better thing you're going to create because 340 00:17:56,200 --> 00:18:00,200 it's actually going to have real validity in terms of being out 341 00:18:00,200 --> 00:18:01,880 there on the road. So that's a really cool step 342 00:18:01,880 --> 00:18:04,400 that I'm not sure everybody does. 343 00:18:04,400 --> 00:18:07,640 Correct me if I'm wrong. I, I look, I don't know 344 00:18:07,640 --> 00:18:10,840 everybody's process. I for sure know people don't 345 00:18:10,840 --> 00:18:13,760 have factories at their headquarters with Italian dudes 346 00:18:13,760 --> 00:18:17,440 in, in, in, in, you know, who've been doing it for. 347 00:18:17,440 --> 00:18:22,680 I mean, these are artists, man. It's, it's the region we're in 348 00:18:22,680 --> 00:18:25,520 is a footwear region. Like it's known for crafting 349 00:18:25,520 --> 00:18:30,920 boots and cycling shoes and, and soccer boots and hiking items 350 00:18:30,920 --> 00:18:35,640 and skiing items. So, you know, my landlord at the 351 00:18:35,640 --> 00:18:38,200 apartment I rent used to used to make soccer booths. 352 00:18:39,120 --> 00:18:42,840 Another guy in in the complex works for a cycling shoe 353 00:18:42,840 --> 00:18:44,920 company. Like it's, it's everybody know. 354 00:18:44,920 --> 00:18:46,880 Oh, the hotel we put everybody at. 355 00:18:47,040 --> 00:18:49,320 He used to work for another sport brand. 356 00:18:49,320 --> 00:18:51,400 You know, everybody, it's in there. 357 00:18:51,400 --> 00:18:53,600 It's also like when I talk about running, being in our blood, 358 00:18:53,600 --> 00:18:58,840 it's that that footwear manufacturing your blood are the 359 00:18:58,920 --> 00:19:02,080 owner of our company. Dad started a footwear company, 360 00:19:02,280 --> 00:19:06,000 the CEO's dude, Claudio, when I was working at Taco Bell, my 361 00:19:06,000 --> 00:19:08,440 first job, and then Veggie Works where I was waiting tables, 362 00:19:08,840 --> 00:19:12,240 which is like legendary vegan spot in Belmar, NJ. 363 00:19:13,200 --> 00:19:16,400 Claudio was making insoles in an insole company, his first job, 364 00:19:16,400 --> 00:19:18,040 16 years old. That's our global CEO. 365 00:19:18,440 --> 00:19:22,280 This thing is like, it's not something we get into because 366 00:19:22,560 --> 00:19:24,640 this is cool. It's because, like, we all 367 00:19:25,200 --> 00:19:27,960 generally love it. Yeah, and there's a very strong 368 00:19:27,960 --> 00:19:30,920 history in this part of Italy have been like very shoe and for 369 00:19:30,920 --> 00:19:32,200 focus. I think a lot of people will 370 00:19:32,200 --> 00:19:34,280 talk about different areas of the world. 371 00:19:34,280 --> 00:19:37,280 Like I know Portland we were just talking about gets kind of 372 00:19:37,280 --> 00:19:38,840 like, oh, this is a big footwear area. 373 00:19:39,080 --> 00:19:41,480 It's not quite the same as going to Italy where they're actually 374 00:19:41,480 --> 00:19:44,480 literally making the shoes there and making the insole. 375 00:19:44,480 --> 00:19:48,040 It's a completely different vibe and and level of history that 376 00:19:48,040 --> 00:19:52,880 not only is bleeding into the general area and everybody who's 377 00:19:52,880 --> 00:19:56,200 there, but also bleeds into it. Sounds like the kind of ethos of 378 00:19:56,200 --> 00:19:59,600 what Diadora is. Is making things from scratch of 379 00:19:59,600 --> 00:20:01,640 develop, developing that kind of stuff, correct? 380 00:20:01,680 --> 00:20:06,680 Yeah, there's I mean, look, I stare at data all day right? 381 00:20:06,680 --> 00:20:10,040 Like you, you can't ignore it. You have to involve it. 382 00:20:10,040 --> 00:20:13,800 But, but coming up as a kid, I read way too many East Bay ads 383 00:20:13,800 --> 00:20:17,040 and bought some new shoe that didn't feel great. 384 00:20:17,080 --> 00:20:20,800 You know, and technology might have been sound, but you, you 385 00:20:20,800 --> 00:20:25,520 start to realize like, OK, there's some, there's some 386 00:20:25,800 --> 00:20:30,440 statistical strangeness which you need to quantify in, in all 387 00:20:30,440 --> 00:20:32,520 of this stuff. So that's how, that's how. 388 00:20:32,880 --> 00:20:36,160 And again, when I talk about luck, I'm lucky I wound up here 389 00:20:36,160 --> 00:20:39,320 where all of these views I have are aligned with everybody 390 00:20:39,320 --> 00:20:41,240 already at the company. That's awesome. 391 00:20:41,640 --> 00:20:45,160 It's funny that you and I have both had a similar similar raise 392 00:20:45,160 --> 00:20:47,200 because I did the same thing where I'd order stuff from East 393 00:20:47,200 --> 00:20:50,160 Bay and I remember being in like high school college and going OK 394 00:20:50,160 --> 00:20:51,680 I like this shoe. I hate this one. 395 00:20:51,680 --> 00:20:53,840 Why is this not? Why doesn't this fit? 396 00:20:54,040 --> 00:20:55,920 Nobody's explaining this so it sounds like. 397 00:20:56,000 --> 00:21:00,080 Or you cut them open and you're like, Yep, oh, wait, like I'm 398 00:21:00,080 --> 00:21:02,440 not going to pick the shoe. One of my favorite shoes of all 399 00:21:02,440 --> 00:21:05,760 time. This is probably 92. 400 00:21:06,120 --> 00:21:08,760 There's a technology inside. I cut it open and the pot of 401 00:21:08,760 --> 00:21:12,720 technology was, was a size 1, maybe not 1/4 half dollar. 402 00:21:12,920 --> 00:21:16,000 It was so small. And then I was like, oh, but 403 00:21:16,000 --> 00:21:18,400 that, but it was also the softest outsole rubber at the 404 00:21:18,400 --> 00:21:20,520 time. I was like, Oh, it's just, it's 405 00:21:20,520 --> 00:21:23,000 the rubber in the midsole. That's the technology is like 406 00:21:23,240 --> 00:21:26,320 part of the story. So and, and there's lots of 407 00:21:26,320 --> 00:21:30,240 technologies that work amazing. But in this time I, I started to 408 00:21:30,240 --> 00:21:33,040 wake up with the balance between marketing and the reality. 409 00:21:33,040 --> 00:21:38,360 That's why I'm like, so tuned to, like to, to, to, to, to 410 00:21:38,360 --> 00:21:39,840 marrying all these things, you know? 411 00:21:39,840 --> 00:21:41,760 I totally get that. As someone whose roommate 412 00:21:41,760 --> 00:21:44,760 thought he was insane in college, he was cutting up shoes 413 00:21:44,760 --> 00:21:46,480 and kind of them in half and going, wait, you'd like, it's 414 00:21:46,560 --> 00:21:49,480 like you said, all this advertising happening, but it's 415 00:21:49,480 --> 00:21:51,520 mostly just a straight midsole foam. 416 00:21:51,520 --> 00:21:53,000 And then maybe this little piece in there. 417 00:21:53,000 --> 00:21:56,760 You're like, huh, So what is making this feel like this? 418 00:21:56,760 --> 00:21:58,960 And that's very cool that you were able to get through that 419 00:21:58,960 --> 00:22:02,040 background and then take that knowledge and now look at the 420 00:22:02,040 --> 00:22:03,760 position you're in at the moment. 421 00:22:03,840 --> 00:22:06,560 Yeah, that's great. So what do you what design? 422 00:22:06,560 --> 00:22:09,040 This is a very general question. I'll be honest, I'm not exactly 423 00:22:09,040 --> 00:22:11,400 sure how to ask it, so I'm just going to throw it out there. 424 00:22:11,680 --> 00:22:14,880 So from your background and what, since you have this very 425 00:22:14,880 --> 00:22:18,440 awesome deep handworking knowledge, what are some 426 00:22:18,440 --> 00:22:21,200 interesting things that are unique to deodor in terms of how 427 00:22:21,200 --> 00:22:22,840 they design and develop footwear? 428 00:22:22,840 --> 00:22:25,120 In terms of and you can take this where you want in terms of 429 00:22:25,160 --> 00:22:27,800 the internal bio mechanics, in terms of what things have really 430 00:22:27,800 --> 00:22:30,880 stood out to you that make them unique outside of obviously the 431 00:22:30,880 --> 00:22:35,320 development process. Yeah, I'll, I'll say, I'll say. 432 00:22:35,320 --> 00:22:38,480 And this is going to be really boring, Matt, but the 433 00:22:38,480 --> 00:22:42,960 development process is everything like our, our, our, 434 00:22:42,960 --> 00:22:49,680 our, our, our, our, our spike, because we had a spike ready, I 435 00:22:49,680 --> 00:22:54,000 don't know, nine months ago, a year ago and, and, and yeah, we, 436 00:22:54,000 --> 00:22:59,080 we, we had some athletes, but in the lab it wasn't, it was 437 00:22:59,080 --> 00:23:02,360 beating a lot of brands, but it wasn't competing. 438 00:23:02,360 --> 00:23:05,600 What's let's say that the top couple spikes we wanted to beat, 439 00:23:06,040 --> 00:23:10,640 we took more time, we took more research, we spent more money 440 00:23:11,640 --> 00:23:14,920 perfecting it. You so like, like that's the 441 00:23:14,920 --> 00:23:19,520 difference. The, the, the, the, the process 442 00:23:19,520 --> 00:23:23,760 is the total difference because in the end, you know, it's, it's 443 00:23:23,760 --> 00:23:27,960 using all the things that are available, re dreaming them and, 444 00:23:28,000 --> 00:23:31,880 and taking your time. So we do have some inherent 445 00:23:31,880 --> 00:23:34,920 things like we have 1 technology that reacts to your foot called 446 00:23:34,920 --> 00:23:38,720 Blue Shield and some train shoes and, and which is a yeah, which 447 00:23:38,720 --> 00:23:40,600 is a really, really interesting one. 448 00:23:40,840 --> 00:23:45,320 This was this was dreamed up by Jolindo like, oh, you know, how 449 00:23:45,320 --> 00:23:49,480 do we, you know, for people who need some sort of control do 450 00:23:49,480 --> 00:23:51,680 XYZ. He sketched it in a book. 451 00:23:51,680 --> 00:23:57,360 We dreamed it like we did it all in internally, but but these are 452 00:23:57,360 --> 00:23:59,760 all great things. These are all really interesting 453 00:23:59,760 --> 00:24:02,480 things. The process is the, is the, I 454 00:24:02,720 --> 00:24:05,480 don't want to say the secret, but it's, it's everything, man. 455 00:24:05,880 --> 00:24:10,960 Because I, I've been down it. I've, I've run in the 2002 456 00:24:10,960 --> 00:24:12,880 version of a shoe. When it changed to 2004, it 457 00:24:12,880 --> 00:24:14,600 didn't work anymore and it broke my heart. 458 00:24:14,640 --> 00:24:19,920 You know, taking our time, being deliberate is the key to it all. 459 00:24:20,240 --> 00:24:22,720 Yeah, some of the. So that that's interesting to me 460 00:24:22,720 --> 00:24:25,240 because it kind of explains there are some for me very 461 00:24:25,360 --> 00:24:29,920 unique things that Diadora does like first of all, the and 462 00:24:30,280 --> 00:24:32,560 apologize if I missed. Yeah, that's called the Mithos 463 00:24:32,560 --> 00:24:35,040 Vigore. Vigore, I knew I was calling it 464 00:24:35,040 --> 00:24:37,440 vigor and I'm like, I can barely speak English. 465 00:24:37,440 --> 00:24:40,240 I'm I'm sure that my my Italian pronunciation is going to be 466 00:24:40,240 --> 00:24:43,240 terrible, But some of the unique things that I've noticed about 467 00:24:43,240 --> 00:24:47,360 the shoe is about these shoes is they have a unique twist of 468 00:24:47,360 --> 00:24:50,680 feeling very new age, like, Oh, we've got all the newest 469 00:24:50,680 --> 00:24:52,840 technologies, but there's also some more traditional things 470 00:24:52,840 --> 00:24:54,600 that I think have been lost in the industry. 471 00:24:54,600 --> 00:24:57,720 Like this shoe feels great in terms it feels like a little bit 472 00:24:57,720 --> 00:25:01,680 higher heel drop, which is not common, but how the stability 473 00:25:01,680 --> 00:25:04,280 does. It's also you've combined the 474 00:25:04,280 --> 00:25:06,880 kind of guidance stuff we talked about where and most Diador 475 00:25:06,880 --> 00:25:10,280 shoes do a great job of keeping you centered in some way, even 476 00:25:10,280 --> 00:25:14,200 like the Nucleo 2, for example, even though it's labeled A 477 00:25:14,200 --> 00:25:17,160 neutral shoe, You guys have these really awesome sidewalls 478 00:25:17,160 --> 00:25:19,200 in the develop and like how you do everything. 479 00:25:19,200 --> 00:25:22,480 It seems very intentional, but there's still elements that 480 00:25:22,480 --> 00:25:25,360 Harker back to when we were running and you're going, wow, I 481 00:25:25,360 --> 00:25:27,600 really enjoyed that design. Where is that? 482 00:25:27,600 --> 00:25:30,280 So it seems like you've been able to marry some things really 483 00:25:30,280 --> 00:25:32,160 nicely without leaving them behind. 484 00:25:32,160 --> 00:25:37,200 Like for me the vigor was great because the sorry because it 485 00:25:37,200 --> 00:25:39,960 almost feels like there's a medial post but I'm not and 486 00:25:39,960 --> 00:25:42,000 correct me if you're wrong, I'm not seeing 1. 487 00:25:42,200 --> 00:25:45,120 So it seems like yes, for people that want that feeling and some 488 00:25:45,120 --> 00:25:48,280 people it it. No, I mean that that thing's 489 00:25:48,280 --> 00:25:52,520 really interesting because the traditional medial post shoe, I 490 00:25:52,520 --> 00:25:55,560 know curbs 7 to 10% of pronation. 491 00:25:55,600 --> 00:26:00,920 You know, if this yeah, that the best one, this one is, is is 492 00:26:00,920 --> 00:26:06,120 better than that. And and I take no credit for any 493 00:26:06,120 --> 00:26:07,720 of this. You know, it was Jolindo and 494 00:26:07,720 --> 00:26:10,080 Mckelly. They released that lateral side. 495 00:26:10,080 --> 00:26:12,160 They put some the way they angle the material. 496 00:26:12,160 --> 00:26:15,480 And again, Jolindo being an architect is like coming up 497 00:26:15,480 --> 00:26:16,960 with, Hey, would this work? Would this work? 498 00:26:17,280 --> 00:26:20,760 You know, if you look at if you go to any engineering school and 499 00:26:20,760 --> 00:26:23,720 you try to build a bridge out of popsicle sticks, you know, this 500 00:26:23,720 --> 00:26:26,400 is how he's thinking about the structure of, of, of this 501 00:26:26,400 --> 00:26:28,480 footwear. And it's different than than 502 00:26:28,680 --> 00:26:31,840 than even the Vegore and the Vegore versus the nucleol 503 00:26:31,840 --> 00:26:33,720 because those are totally different runners, right? 504 00:26:34,200 --> 00:26:37,840 The nucleol is, is a very experienced recovery day. 505 00:26:38,160 --> 00:26:42,360 But, but making it, how do you make it soft without losing 506 00:26:42,360 --> 00:26:43,880 structure? Because you could also be too 507 00:26:43,880 --> 00:26:47,240 software, even a runner starts to pronate all of this sort of 508 00:26:47,240 --> 00:26:48,880 stuff. So it's all the things we 509 00:26:48,880 --> 00:26:51,680 consider. Yeah, it's all the things we 510 00:26:51,680 --> 00:26:54,080 consider Matt. So it sounds like there's a big 511 00:26:54,080 --> 00:26:56,240 focus because again, we talked about how when you look at the 512 00:26:56,240 --> 00:26:59,680 insole or not, so sorry, the mid soles of a lot of shoes, yes, 513 00:26:59,680 --> 00:27:01,400 you have your Blue Shield stuff in here. 514 00:27:01,400 --> 00:27:02,880 So there's a little bit more going on. 515 00:27:03,120 --> 00:27:05,200 But at the end of the day, when it comes to mid soles, it's 516 00:27:05,200 --> 00:27:08,760 really what's the like the density of the foam under foot, 517 00:27:08,760 --> 00:27:10,320 How's it going to feel? A lot of shoes are just going to 518 00:27:10,320 --> 00:27:13,720 like if you cut them open, it's just a straight slab, a midsole 519 00:27:13,720 --> 00:27:15,280 foam. But some of the magic seems to 520 00:27:15,280 --> 00:27:18,160 also happen that people, and I certainly am at fault for this, 521 00:27:18,400 --> 00:27:21,080 not talking about some of the external geometries about how 522 00:27:21,080 --> 00:27:22,840 did you set up the architecture of the shoe? 523 00:27:23,080 --> 00:27:25,480 Do you have material that comes out a little bit farther on the 524 00:27:25,480 --> 00:27:28,680 medial side for so lateral, what side collapses a little bit more 525 00:27:28,680 --> 00:27:30,160 than one? So it sounds like there's a very 526 00:27:30,160 --> 00:27:33,240 strong architectural component in here, which that's a really 527 00:27:33,240 --> 00:27:36,120 important story because that doesn't always get either talked 528 00:27:36,120 --> 00:27:38,440 about or addressed because there's a lot of footwear that 529 00:27:38,520 --> 00:27:41,920 they'll do something not because hey, we want this to like 530 00:27:41,920 --> 00:27:44,880 actually perform this way. We're doing it because it looks 531 00:27:44,880 --> 00:27:46,280 good. So it sounds like there's a 532 00:27:46,600 --> 00:27:48,880 difference where diadora goes, hey, which makes sense because 533 00:27:48,880 --> 00:27:50,960 you're Italian to go, not only are going to make this look 534 00:27:50,960 --> 00:27:52,960 good, we're going to make sure it actually performs well 535 00:27:52,960 --> 00:27:53,800 architecturally. Is that a? 536 00:27:53,800 --> 00:27:55,760 Is that correct in how I'm interpreting this? 537 00:27:56,600 --> 00:28:00,240 No, it's, it's, I mean, what what we're discussing now, if 538 00:28:00,240 --> 00:28:03,440 you think about how our shoes are created, the process, who's 539 00:28:03,440 --> 00:28:07,960 involved, you start to understand what Diodora is, 540 00:28:08,000 --> 00:28:10,520 right? Because, because you can do a 541 00:28:10,520 --> 00:28:15,680 lot of structural things with geometry and it's easy. 542 00:28:15,880 --> 00:28:20,280 And we fall into this, this like this, this talking .0, this is 543 00:28:20,280 --> 00:28:23,520 5mm versus 8mm. But dude, if you lower the 544 00:28:23,520 --> 00:28:27,800 compression set on that Eva five points, the the drop doesn't 545 00:28:27,800 --> 00:28:30,560 matter because your foot just sinks in and and all of these 546 00:28:30,560 --> 00:28:33,920 things. So, so like, again, the coming, 547 00:28:33,920 --> 00:28:37,280 coming full circle on this. You have the science, the data 548 00:28:37,280 --> 00:28:39,720 you look at, but then you have the how does it run? 549 00:28:39,720 --> 00:28:42,200 How does it last on 100 mile weeks? 550 00:28:42,200 --> 00:28:43,520 How does it last on 70 mile weeks? 551 00:28:43,520 --> 00:28:45,920 How's it last on gravel? How's it, you know, you do all 552 00:28:45,920 --> 00:28:50,400 the anecdotal stuff, you marry the two and you try to do your 553 00:28:51,080 --> 00:28:53,920 do the best product. It's nice to hear someone in the 554 00:28:53,920 --> 00:28:56,640 industry acknowledge that drop is really relative. 555 00:28:56,640 --> 00:28:58,880 Getting in like mid cell compression rates will totally 556 00:28:58,880 --> 00:29:01,480 affect that and the individual will make that totally. 557 00:29:01,480 --> 00:29:04,480 So it's like a very unique experience with each runner. 558 00:29:04,480 --> 00:29:06,960 But that's also why I think it's important that for people 559 00:29:06,960 --> 00:29:09,600 developing them that you actually get them on foot and 560 00:29:09,600 --> 00:29:11,560 test them to go, how does this feel? 561 00:29:11,840 --> 00:29:13,880 And trying to get a variety, which then you get into wear 562 00:29:13,880 --> 00:29:16,360 testing and stuff like that and people are going to have very 563 00:29:16,360 --> 00:29:17,920 different experience. I mean, it sounds like you're 564 00:29:17,920 --> 00:29:21,320 trying to marry that really nicely, if I'm correct. 565 00:29:21,320 --> 00:29:23,960 Yeah, totally. So I, it sounds like the, the 566 00:29:23,960 --> 00:29:25,680 follow up question was going to what was the, what's the 567 00:29:25,680 --> 00:29:29,080 inspiration on footwear designs? But let me see if I can 568 00:29:29,280 --> 00:29:31,760 interpret this and then you can correct me where a lot of your 569 00:29:31,760 --> 00:29:35,000 inspiration comes from, not only who the run you're trying to 570 00:29:35,000 --> 00:29:38,280 make this for, but also from what do you want out of this 571 00:29:38,280 --> 00:29:39,560 shoe? Like who is this for? 572 00:29:39,560 --> 00:29:41,920 What's what do we want out of this particular thing? 573 00:29:41,920 --> 00:29:44,040 Is that correct? And again, it seems like it goes 574 00:29:44,040 --> 00:29:46,400 back to the process of how are you developing this A? 575 00:29:47,320 --> 00:29:55,560 100% and, and you know, when, when, when Jolindo is, is, you 576 00:29:55,560 --> 00:29:58,480 know, thinking about a tempo shoe, he's thinking about 577 00:29:58,480 --> 00:30:01,480 repeats he did in Alamosa in, in, in 91. 578 00:30:01,560 --> 00:30:05,400 You know, when he's thinking about, when we're thinking about 579 00:30:05,640 --> 00:30:09,560 a, a track spike, we're thinking about, you know, a 5K on the 580 00:30:09,560 --> 00:30:12,400 track and what pins feel like and, and all of these things. 581 00:30:12,400 --> 00:30:18,120 So, so it's the combination of of, of of the things I talked 582 00:30:18,120 --> 00:30:22,720 about before, but the, but the purity of the, the actual thing 583 00:30:22,720 --> 00:30:24,400 we're creating. That's cool. 584 00:30:24,400 --> 00:30:27,800 So let's let's jump ahead. What is your favorite Diadora 585 00:30:27,800 --> 00:30:29,920 shoe right now? I'm curious. 586 00:30:31,120 --> 00:30:37,240 Oh my God, you know, we OK, so we just released this shoe 587 00:30:37,240 --> 00:30:42,520 called the Atomo Star and it, it has to be my favorite because 588 00:30:42,840 --> 00:30:50,080 the process I talked about before we complete the full 589 00:30:50,080 --> 00:30:53,000 circle in house. So we act so even after we do 590 00:30:53,000 --> 00:30:58,000 all the prototyping blah, blah, blah, we manufacture fully in 591 00:30:58,000 --> 00:31:00,720 house. So thinking and that that 592 00:31:00,720 --> 00:31:05,840 doesn't exist anymore right out outside of Asia mass production. 593 00:31:06,000 --> 00:31:08,440 So we'll be able to do this in house. 594 00:31:08,440 --> 00:31:16,640 Is is is really cool. It is a stamp and it is a nod to 595 00:31:16,640 --> 00:31:20,120 this to this process is a nod to the developers. 596 00:31:20,120 --> 00:31:23,000 It's a nod to the people putting together the artist, putting 597 00:31:23,000 --> 00:31:24,720 together our shoes in our company. 598 00:31:25,080 --> 00:31:30,080 It is it feels amazing that you know, when I first when I first 599 00:31:30,080 --> 00:31:33,800 came to the Adora, I kicked this idea around and people are like, 600 00:31:33,800 --> 00:31:36,480 oh, impossible, you know, because because we still make 601 00:31:36,520 --> 00:31:41,560 soccer boots at the time, we still make luxury goods, but 602 00:31:41,560 --> 00:31:44,840 performance running in it like it wasn't it wasn't done. 603 00:31:44,840 --> 00:31:47,720 It was like really hard. And and I remember talking to 604 00:31:47,800 --> 00:31:50,760 Claudio, he's like, you know, let's fucking do it, Let's 605 00:31:50,760 --> 00:31:52,800 figure it out. And I was like, this is my 606 00:31:52,800 --> 00:31:55,360 place, You know, I was I was only there six months and I was 607 00:31:55,360 --> 00:31:57,520 like, I'm all in. You know, this will be the rest 608 00:31:57,520 --> 00:32:01,120 of my career at this place, because we're full of full of 609 00:32:01,120 --> 00:32:03,400 dreamers. So I would, I would say, I would 610 00:32:03,400 --> 00:32:05,920 say for sure this. Awesome. 611 00:32:05,920 --> 00:32:08,760 So at the most start, which I am very curious, but I have not 612 00:32:08,760 --> 00:32:13,080 tested yet, but I was really curious as as the realm of is it 613 00:32:13,080 --> 00:32:14,640 appropriate for me to call it a super trainer? 614 00:32:14,640 --> 00:32:16,800 I want to make sure since I haven't put it on my feet, yeah. 615 00:32:17,480 --> 00:32:21,560 Yeah, I mean, God, it's a, it's a high mileage neutral trainer 616 00:32:21,800 --> 00:32:23,920 that has a really aggressive compound. 617 00:32:23,920 --> 00:32:28,440 So you get some more, you get a lot more bounce out of a a soft 618 00:32:28,440 --> 00:32:32,080 shoe than you would if you're using a regular Eva that really 619 00:32:32,080 --> 00:32:35,560 compresses. But doesn't doesn't spring back 620 00:32:35,560 --> 00:32:37,000 the same. Way that makes sense. 621 00:32:37,000 --> 00:32:38,400 So that would be your favorite 1. 622 00:32:38,400 --> 00:32:41,400 And so for what reasons from your own testing do you think 623 00:32:41,400 --> 00:32:43,120 that's your out? So let's say outside of the 624 00:32:43,120 --> 00:32:47,400 design process on foot, why is that your your favorite one thus 625 00:32:47,400 --> 00:32:49,920 far? Well, I mean, I was talking it's 626 00:32:49,920 --> 00:32:53,080 a great shoe. I, I, I do my long runs in it 627 00:32:53,120 --> 00:32:56,360 because I try, I try to, I mean, I try to go little old man 628 00:32:56,400 --> 00:32:59,920 faster and I'm I'm still on my longer days. 629 00:33:00,120 --> 00:33:01,560 Wait, wait, wait, wait. Brian, hold on, hold on. 630 00:33:01,560 --> 00:33:05,920 How can I ask how old you are? I'll be 49 in May so. 631 00:33:05,920 --> 00:33:09,280 So I have to let you know, So my background, my PhD was in 632 00:33:09,280 --> 00:33:12,120 masters runners and you're not old enough to qualify for my 633 00:33:12,120 --> 00:33:13,040 studies. What? 634 00:33:13,200 --> 00:33:14,640 How old do I have to be? It has to be. 635 00:33:14,640 --> 00:33:18,320 You have to be 50 and older. So I think everybody young for 636 00:33:18,320 --> 00:33:20,080 like 3 years because it sounds cool. 637 00:33:20,080 --> 00:33:23,240 So yeah. And, and you know, I, I, I, I 638 00:33:23,280 --> 00:33:24,920 was my younger son's in 8th grade. 639 00:33:24,920 --> 00:33:26,720 So he's not running with the high school team yet. 640 00:33:26,720 --> 00:33:29,480 So I've been, I ran last two years and I run with him a lot 641 00:33:29,480 --> 00:33:31,800 and he, he runs my like he's obsessed. 642 00:33:33,040 --> 00:33:35,320 But and he can't wait that these older brothers on the high 643 00:33:35,320 --> 00:33:38,600 school team and he can't wait to like it's his whole life, you 644 00:33:38,600 --> 00:33:42,400 know, like he follows like he tells me what the young brothers 645 00:33:42,400 --> 00:33:44,000 are doing. He tells me what NA U's workout 646 00:33:44,000 --> 00:33:45,600 is. He tells me, you know, every 647 00:33:45,600 --> 00:33:48,480 he's just like with those kids. He can't waste the run with his 648 00:33:48,720 --> 00:33:50,800 his brother's team. Anyhow, he brought me along 649 00:33:50,800 --> 00:33:54,440 because he started doing workouts and I got OK fit and 650 00:33:54,440 --> 00:33:57,360 now I'm like, I kind of want to run fast when I'm 50. 651 00:33:57,360 --> 00:34:00,120 So I got to, I've been slacking the last two months. 652 00:34:00,120 --> 00:34:02,240 I've been really busy, but I got to get my ACT back together. 653 00:34:03,040 --> 00:34:06,760 That said, on foot, I train a lot in this shoe called the 654 00:34:06,840 --> 00:34:12,199 Cellula. It's it's a really nice, let's 655 00:34:12,199 --> 00:34:18,480 say, throwback to amazing feel a little firmer than a lot of us 656 00:34:18,520 --> 00:34:23,760 really soft shoes, because I still I still want to I'll run 657 00:34:23,760 --> 00:34:26,320 in the nuclear too on my recovery when I want to, when I 658 00:34:26,320 --> 00:34:30,960 want to run AI say proper pace. But you know it, it's it's 659 00:34:31,000 --> 00:34:33,320 easier when you have a little bit of of firmness on you and 660 00:34:33,320 --> 00:34:35,040 the shoe feels great. It reacts great. 661 00:34:35,040 --> 00:34:38,320 And then the Gara. I'm saying every shoe, but the 662 00:34:38,320 --> 00:34:42,480 Gara is our marathon shoe. It is sick. 663 00:34:42,560 --> 00:34:45,840 Like it is so fun to run in. It's so fun to race in. 664 00:34:46,400 --> 00:34:48,000 I wish I had it when I was racing. 665 00:34:48,000 --> 00:34:52,400 Everybody did this, but I was running in Cheat Eva, you know, 666 00:34:52,400 --> 00:34:53,800 that was. So I don't know. 667 00:34:54,280 --> 00:34:56,639 This thing is fun. Like yeah, I'm sure. 668 00:34:57,440 --> 00:35:00,080 It makes me wonder because I'm still from the age when, you 669 00:35:00,080 --> 00:35:03,160 know, racing flats were like the Mizuno wave universe, and it was 670 00:35:03,160 --> 00:35:05,800 like maybe a few millimeters of foam between your foot and the 671 00:35:05,800 --> 00:35:07,520 ground. You're like, I don't know how I 672 00:35:07,520 --> 00:35:10,600 ran the times that we did in that kind of, and that was even 673 00:35:10,600 --> 00:35:12,440 more advanced than what you were running in. 674 00:35:12,720 --> 00:35:14,640 And so it's like, wow, how are we doing this? 675 00:35:14,640 --> 00:35:16,520 And imagine what would have happened if we'd had. 676 00:35:16,880 --> 00:35:18,960 I don't know. The Puma bumped was not 677 00:35:18,960 --> 00:35:21,000 advanced. That's what I have my marathon 678 00:35:21,000 --> 00:35:25,000 PR. That thing was, you know, I was, 679 00:35:25,040 --> 00:35:27,880 I was into Puma because of the Harambee and I just wanted to 680 00:35:27,880 --> 00:35:29,840 grab it. That's how I, I, my first job 681 00:35:29,840 --> 00:35:34,120 was at, at Puma and, and I still have the shoes because, but they 682 00:35:34,120 --> 00:35:38,320 are heavy, they are hard, they are slippery. 683 00:35:38,320 --> 00:35:40,960 I don't know if they were not, they were not great. 684 00:35:41,320 --> 00:35:44,040 This is this is pre Puma grip outsole I'm guessing in some 685 00:35:44,080 --> 00:35:46,840 place. Pre pre Puma, I forget what it 686 00:35:46,840 --> 00:35:49,960 was called but this is you know, 2003 or something. 687 00:35:49,960 --> 00:35:51,960 Like that. So it sounds like there's not so 688 00:35:51,960 --> 00:35:55,240 much a favorite shoe for you, but you've got the true runners 689 00:35:55,240 --> 00:35:58,600 arsenal going. Not only do you help develop 690 00:35:58,600 --> 00:36:00,880 these shoes with this in mind, but this is also something you 691 00:36:00,880 --> 00:36:02,920 internalize going. Each shoe kind of has a 692 00:36:02,920 --> 00:36:05,840 different run purpose as well as a could be a different runner 693 00:36:05,840 --> 00:36:07,440 focus. Is that correct? 694 00:36:07,440 --> 00:36:09,040 So you're using all of them. It's a. 695 00:36:09,040 --> 00:36:12,080 Sweet. No, You think about, you know, 696 00:36:12,080 --> 00:36:14,840 you think about a cross country team and, and, and, and between 697 00:36:14,840 --> 00:36:18,280 all the runners of a cross country team, you need or five, 698 00:36:18,560 --> 00:36:20,760 four or five shoes, you know, making sure they're covered. 699 00:36:20,760 --> 00:36:24,480 This is what we think about. Yeah, then that's, and it's 700 00:36:24,480 --> 00:36:26,720 interesting because a lot of people are always asking what's 701 00:36:26,720 --> 00:36:29,760 the best shoe and trying to help consumers and patients 702 00:36:29,760 --> 00:36:32,320 understand there isn't really a best shoe. 703 00:36:32,320 --> 00:36:35,400 That a lot of shoes are actually tuned and made specifically with 704 00:36:35,440 --> 00:36:39,360 either a certain type of runner or a certain type of run in 705 00:36:39,360 --> 00:36:40,720 mind. Like that's how they were 706 00:36:40,720 --> 00:36:42,720 developed. They were developed at a certain 707 00:36:42,720 --> 00:36:45,720 speed at the stuff. And one of the only things we 708 00:36:45,720 --> 00:36:48,400 know about injury prevention, like people talk and say all 709 00:36:48,400 --> 00:36:50,520 these things, oh, you can prevent running injuries with 710 00:36:50,520 --> 00:36:52,040 this. This is the only thing that 711 00:36:52,040 --> 00:36:55,080 consistently has come out is besides strength training has 712 00:36:55,080 --> 00:36:58,720 been having a shoe rotation. That's one of the few ways we 713 00:36:58,720 --> 00:36:59,960 decrease this. Yeah. 714 00:37:00,640 --> 00:37:03,560 No, that's really interesting. I mean, I'll say two things I'll 715 00:37:03,560 --> 00:37:06,880 say for sure. I mean, it's why we developed 716 00:37:07,200 --> 00:37:10,480 the Cellulo Nucleo together. They're like a, they're like 717 00:37:10,480 --> 00:37:15,040 brother and sister, like 1's a little softer, one's a little 718 00:37:15,040 --> 00:37:18,360 firmer. They're they're, they're stack 719 00:37:18,360 --> 00:37:22,000 height is different. They give different experiences. 720 00:37:22,080 --> 00:37:24,800 And, and you're saying, hey, it's strength and shoe rotation, 721 00:37:24,800 --> 00:37:27,520 but that builds strength because you're working, you're working 722 00:37:27,520 --> 00:37:30,840 different things. And then, you know, we're super 723 00:37:30,840 --> 00:37:34,360 lucky. This country is unbelievable 724 00:37:34,360 --> 00:37:36,800 when it comes to running speciality shops. 725 00:37:36,800 --> 00:37:39,520 You were talking about foot traffic and working at foot 726 00:37:39,520 --> 00:37:42,720 traffic, But you know, one of your, one of your, one of your 727 00:37:42,720 --> 00:37:47,520 jobs and Sean's team there when you go in can, can help you 728 00:37:47,720 --> 00:37:51,680 whether you want to walk your first 5K when you want to PR in 729 00:37:51,680 --> 00:37:54,840 the, in the, in the mile in high school, they'll help you. 730 00:37:55,240 --> 00:37:56,800 You know, they're experts at all of that. 731 00:37:56,800 --> 00:38:00,400 They take all the information, aggregate all the data they have 732 00:38:00,400 --> 00:38:04,000 from every brand and, and, and know how to how to help people 733 00:38:04,000 --> 00:38:06,600 find the right shoes. So we're lucky we live in this 734 00:38:06,640 --> 00:38:09,280 age Where where, where you have that available. 735 00:38:09,560 --> 00:38:11,520 Yep, shout out to everybody at Foot Traffic. 736 00:38:11,520 --> 00:38:13,600 For those that have been on here for a little bit, know that that 737 00:38:13,600 --> 00:38:17,480 was one of my first running retail jobs and learned quite a 738 00:38:17,480 --> 00:38:19,720 bit in forever in debt. So Sean, the owner is a 739 00:38:19,720 --> 00:38:22,720 phenomenal person. And so if you're in the Oregon 740 00:38:22,720 --> 00:38:25,480 area, it's a great place that we would encourage you to go check 741 00:38:25,480 --> 00:38:26,840 out because I've got a variety of things. 742 00:38:26,840 --> 00:38:30,040 This is they are not sponsoring this podcast, but they have no 743 00:38:30,040 --> 00:38:31,880 idea that we're. Sean has no idea that I'm 744 00:38:31,880 --> 00:38:33,920 talking about this and everybody else is still there. 745 00:38:34,760 --> 00:38:36,760 But it's yeah, it's I'm curious that. 746 00:38:37,360 --> 00:38:39,520 I've only gotten to know him over the last year. 747 00:38:39,520 --> 00:38:42,360 And then yesterday we found out we knew similar people, the same 748 00:38:42,360 --> 00:38:46,280 people in Alaska, because he ran, you know, D2 at Anchorage. 749 00:38:46,280 --> 00:38:49,760 And, and that's a hoot because, like, training up there is 750 00:38:49,760 --> 00:38:52,480 gnarly, you know, It's awesome. It's beautiful. 751 00:38:52,680 --> 00:38:54,640 It's one of the most beautiful places I've ever been. 752 00:38:54,920 --> 00:38:57,400 But it's gnarly in the winter. You got to be a certain type of 753 00:38:57,400 --> 00:38:58,720 dude. And he's that dude. 754 00:38:58,720 --> 00:39:00,440 He's really. Yeah. 755 00:39:01,200 --> 00:39:01,800 This is. Awesome. 756 00:39:02,080 --> 00:39:04,000 Ad for Sean More than ad for Sean. 757 00:39:04,000 --> 00:39:04,720 That's awesome. Yeah. 758 00:39:05,280 --> 00:39:08,520 So I'm curious off topic because you get to travel 759 00:39:08,520 --> 00:39:11,240 internationally quite a bit, not just and a lot of people in the 760 00:39:11,240 --> 00:39:14,040 running industry that are in your position will, but you also 761 00:39:14,040 --> 00:39:16,280 get to do that because the home base is in Italy. 762 00:39:16,280 --> 00:39:19,400 So you've got to experience a couple different running stores. 763 00:39:19,400 --> 00:39:22,920 And you mentioned how lucky we are in the US to be able to have 764 00:39:22,920 --> 00:39:25,280 that depth. Is that not the same throughout 765 00:39:25,280 --> 00:39:27,080 the world when you go to other countries and look at run 766 00:39:27,080 --> 00:39:29,800 retail? No, it's so, so you go to 767 00:39:29,800 --> 00:39:34,520 runaway in Milano and it's a like the, the, the owner's 768 00:39:34,520 --> 00:39:36,400 amazing. I mean, he just went to a, he 769 00:39:36,400 --> 00:39:37,440 just was texting me this morning. 770 00:39:37,440 --> 00:39:40,080 So he went to a biohazard show and was giving, which is like an 771 00:39:40,120 --> 00:39:43,640 old hardcore band and giving the owner cellulas or giving the 772 00:39:43,640 --> 00:39:46,640 finger cellulas. You know, this dude Luca, he's, 773 00:39:46,640 --> 00:39:48,360 he's unbelievable. It exists. 774 00:39:49,640 --> 00:39:53,560 We have 1500 stores here. You have great retailers, you 775 00:39:53,560 --> 00:39:56,720 have great people. You, you go into, I'm going to 776 00:39:56,720 --> 00:40:00,040 go run with the owner of, I mean Flagstaff now I'm going to run 777 00:40:00,040 --> 00:40:03,600 with the owner of, of, of run Flagstaff in the morning. 778 00:40:04,120 --> 00:40:07,640 I mean, these are guys who who love the sport, who are obsessed 779 00:40:07,640 --> 00:40:11,480 with it. I think we're just ahead of the 780 00:40:11,480 --> 00:40:13,840 globe, you know, I think we have a lot more. 781 00:40:14,040 --> 00:40:20,640 So if you're in, I don't know, Peoria, Iowa City, you can find 782 00:40:20,640 --> 00:40:26,240 a spot, you know, where that that the same breadth, the same 783 00:40:26,240 --> 00:40:28,240 depth isn't everywhere. Got it. 784 00:40:28,720 --> 00:40:30,240 So we have to be very thankful for what we have. 785 00:40:30,240 --> 00:40:33,240 And so our local run retailers are going to definitely go 786 00:40:33,240 --> 00:40:34,400 support. It. 787 00:40:34,680 --> 00:40:35,760 That's awesome. Sweet. 788 00:40:36,120 --> 00:40:37,760 Well, Brian, I really appreciate your time. 789 00:40:37,760 --> 00:40:40,360 This has been really awesome. And we always pride ourselves to 790 00:40:40,360 --> 00:40:42,800 try to bring very interesting people on here to help educate 791 00:40:42,800 --> 00:40:45,400 people about not only the shoes that they're putting on their 792 00:40:45,400 --> 00:40:46,840 feet, but kind of the background process. 793 00:40:46,840 --> 00:40:48,760 And I really appreciate that you've done a great job of 794 00:40:48,760 --> 00:40:52,560 explaining and exploring kind of what not only what goes into the 795 00:40:52,560 --> 00:40:55,560 development of footwear, but also what makes Diadora unique 796 00:40:55,560 --> 00:40:57,520 in that way. So if you were going to leave a 797 00:40:57,520 --> 00:41:00,120 final message for the listeners going, hey, why should you 798 00:41:00,120 --> 00:41:03,640 consider a Diadora running shoe? What would it be? 799 00:41:04,600 --> 00:41:07,800 I don't know. I mean, that's a, that's AII 800 00:41:10,840 --> 00:41:15,080 really the I again, I'm repeating myself. 801 00:41:15,080 --> 00:41:21,240 Some things I might have even said today Is is is I'm I'm way 802 00:41:21,240 --> 00:41:25,520 more like like you talked about music before, like there is no 803 00:41:25,520 --> 00:41:31,160 way the pugs were ever writing a song hoping somebody would like 804 00:41:31,160 --> 00:41:33,800 the song fairy tale of New York didn't come out. 805 00:41:33,920 --> 00:41:37,760 Dirty Old Town was not like, hey, I really hope this consumer 806 00:41:37,880 --> 00:41:40,800 like, but people who love The Pogues love The Pogues, you 807 00:41:40,800 --> 00:41:48,080 know, like ride or die. And I'm sure that our approach 808 00:41:48,080 --> 00:41:51,160 will be appreciated. Similar to the pokes, I guess, 809 00:41:51,480 --> 00:41:57,760 but like in this, in this vein, you know, like, like, like I 810 00:41:57,760 --> 00:42:01,760 can't control consumer behavior. I could try to create the best 811 00:42:01,760 --> 00:42:05,720 running shoes possible with the amazing people I have around me. 812 00:42:06,240 --> 00:42:08,400 That's awesome. So it's not just the a great 813 00:42:08,400 --> 00:42:09,920 product, but also an amazing team. 814 00:42:09,920 --> 00:42:11,800 Doing a lot of Dubliners pogues this is. 815 00:42:11,960 --> 00:42:14,560 This is awesome. Yeah, the only episode where 816 00:42:14,560 --> 00:42:17,280 we've had The Dubliners, The Pogues and Bill O'connelly, 817 00:42:18,040 --> 00:42:18,960 Billy Connolly. Reference. 818 00:42:18,960 --> 00:42:22,080 Which is awesome, yeah. If you listen to him talk about 819 00:42:22,080 --> 00:42:27,080 he cheat our our global CMO's is dude Antonio and we talk about 820 00:42:27,280 --> 00:42:32,640 comedy as like the the probably most prolific art form that is 821 00:42:32,640 --> 00:42:36,280 not appreciated. Billy Connolly has said two or 822 00:42:36,280 --> 00:42:37,760 three things that have changed my life. 823 00:42:37,760 --> 00:42:40,080 The way I think about nationalism, the way I think 824 00:42:40,080 --> 00:42:43,600 about like, let's call it bro culture, the way you think about 825 00:42:43,600 --> 00:42:45,400 art. Change my whole perspective. 826 00:42:45,400 --> 00:42:47,480 Flip me around from that dude telling jokes. 827 00:42:47,480 --> 00:42:50,080 He's amazing. So what I'm hearing that so 828 00:42:50,080 --> 00:42:51,880 comedy is an underappreciated art form. 829 00:42:52,080 --> 00:42:55,040 So when my wife and my students are complaining about my jokes, 830 00:42:55,040 --> 00:42:57,280 I can tell them that you're just not appreciating the art form, 831 00:42:57,280 --> 00:42:58,760 correct? I will also use this. 832 00:42:59,160 --> 00:43:01,840 I'll use this aligned with my family too, especially my kids 833 00:43:01,840 --> 00:43:04,520 because they have no patience. For yeah, well, that's it's the 834 00:43:04,520 --> 00:43:07,000 dad jokes, right? It's like it's an inherent part 835 00:43:07,000 --> 00:43:08,600 of who we are. So I can totally as a. 836 00:43:09,080 --> 00:43:10,720 Yeah, and you fall into it like once. 837 00:43:10,720 --> 00:43:13,400 It's art. You start playing your role 838 00:43:13,440 --> 00:43:16,360 harder and harder. I don't know why. 839 00:43:16,360 --> 00:43:18,800 Like, you know, it's, you know, someone's not even funny. 840 00:43:18,800 --> 00:43:20,840 You're just like, you want to upset them. 841 00:43:20,840 --> 00:43:24,280 I don't, I don't know. Yeah, as my wife says, she's a 842 00:43:24,360 --> 00:43:26,120 she's a behavior. She works with behavioral, she's 843 00:43:26,120 --> 00:43:28,840 a psychology major and and works with children with autism. 844 00:43:28,840 --> 00:43:30,760 So she always looks at me and goes, you're just attention 845 00:43:30,760 --> 00:43:32,160 seeking. But I'm like, that's not a bad 846 00:43:32,160 --> 00:43:33,640 thing, right? It's just part of who. 847 00:43:33,640 --> 00:43:36,760 Wants dads, right? Maybe that's terrible. 848 00:43:36,760 --> 00:43:38,160 Now I'm going to be thinking about that. 849 00:43:38,680 --> 00:43:42,320 I'm glad my this is not my wife's professional skill set. 850 00:43:42,440 --> 00:43:44,680 She's a linguist, so she just made fun of that. 851 00:43:44,680 --> 00:43:47,120 I only speak English and I've been at an Italian company for 852 00:43:47,120 --> 00:43:50,080 eight years and I'm still on the same level of Duolingo, like a 853 00:43:50,080 --> 00:43:52,360 weirdo. Well, I'm not judging because 854 00:43:52,360 --> 00:43:54,560 today I've learned that I've been pretty much pronouncing 855 00:43:54,960 --> 00:43:57,960 other than the Gara, I've been pronouncing most shoes slightly 856 00:43:57,960 --> 00:44:00,480 off, which also speaks to my inability to do anything but 857 00:44:00,480 --> 00:44:02,440 English, and even that's a little bit struggle so. 858 00:44:03,240 --> 00:44:05,880 Again, nine years here. My my one of my really good 859 00:44:05,880 --> 00:44:09,920 friends, the director of global sales is due to Davide still 860 00:44:09,920 --> 00:44:12,720 corrects me when we go out. Like my pronunciation like he, 861 00:44:12,840 --> 00:44:15,560 he loves it. I think he really enjoys this. 862 00:44:16,080 --> 00:44:18,520 So there's a there's a benefit to it. 863 00:44:18,520 --> 00:44:20,960 So that's awesome. Well, Brian, thank you so much 864 00:44:20,960 --> 00:44:22,600 for coming on and lending us some of your time. 865 00:44:22,600 --> 00:44:24,800 It's been really cool to be able to dive into Deodora. 866 00:44:25,040 --> 00:44:27,520 We have several of the shoes up and reviewed. 867 00:44:27,680 --> 00:44:29,880 Where's the best place to find you? 868 00:44:29,960 --> 00:44:32,400 By the way, if somebody has questions or they want to reach 869 00:44:32,400 --> 00:44:33,840 out, what would be the best place I. 870 00:44:33,960 --> 00:44:35,640 Don't I mean LinkedIn or or something? 871 00:44:35,960 --> 00:44:37,200 Probably. Got it. 872 00:44:37,200 --> 00:44:39,440 OK, we're running. Probably, I don't know. 873 00:44:39,840 --> 00:44:41,680 OK, got it. So he's got a really great, 874 00:44:41,680 --> 00:44:43,960 awesome LinkedIn. You can also find us on a 875 00:44:43,960 --> 00:44:45,920 variety of places. We obviously have this up on 876 00:44:45,920 --> 00:44:49,920 Spotify, iTunes, the video will come out on YouTube and then we 877 00:44:49,920 --> 00:44:52,400 have lots of different spots that you can always engage with 878 00:44:52,440 --> 00:44:55,120 with us and others. So we'll Brian, if it's OK, we 879 00:44:55,120 --> 00:44:57,480 might we also post on LinkedIn. So he might link you there if 880 00:44:57,480 --> 00:44:58,960 people have questions about the brand. 881 00:44:59,320 --> 00:45:02,720 But again, really appreciate you coming on and for those of you 882 00:45:02,720 --> 00:45:05,160 following, we're all going to have lots of great content. 883 00:45:05,160 --> 00:45:06,880 We're looking forward to being able to put this out. 884 00:45:07,160 --> 00:45:09,200 And as always, let us know in the comments if you have any 885 00:45:09,200 --> 00:45:11,360 questions because the whole point of this thing is helping 886 00:45:11,360 --> 00:45:13,440 educate not only ourselves, but you. 887 00:45:13,480 --> 00:45:14,800 And Brian. Thank you so much. 888 00:45:14,800 --> 00:45:16,640 You've done a great job and I look forward to it. 889 00:45:16,840 --> 00:45:18,040 Hope you're having. Me again, no. 890 00:45:18,120 --> 00:45:19,120 Cool. Matt, thank you so much.