 Can you imagine what this is going to do for his brand moving forward? Look at Travis Kelsey. He's made the transition over into the entertainment pop star world. Joe Burrow is one pop star away from being the most famous football player on the face of the earth. He is. It's a whole new audience. All new brand deals. It's so good for his brand. Shout out to Justin Jefferson, too, who was alongside Joey B for that fashion show as well. He did great. He didn't have the open back. He didn't have the open back.