 Fashion Week. It was so funny. We were talking about it on The Herd and J-Mac's like, what is this? Why doesn't he have it back? I was like, J-Mac, it's called fashion. It's fashion. Look it up. This is high-end fashion and he is slaying. Slaying. Absolutely slaying the runway show. And 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.