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Speaker 1: We're not sitting here right now. I mean in insight

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Speaker 1: is into where.

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Speaker 2: We are right now.

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Speaker 3: I'm Tory mcleheney, and we are in the Nike.

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Speaker 4: Headquarter, actually the Serena Williams Wilding as we have been

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Speaker 4: going around all day long taking a look at what

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Speaker 4: these new uniforms actually have to offer and really going

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Speaker 4: into the minus details of.

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Speaker 1: What decisions were made with these new uniforms in mind.

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Speaker 4: For you, the fans and the players on the field.

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Speaker 5: Again, I'm sure.

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Speaker 6: Excited to be ruined by who has been part of

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Speaker 6: the process from Bill and we'll tell you.

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Speaker 1: If the process.

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Speaker 6: We're going to get into person.

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Speaker 7: Great to be here, Toy, Yeah, for sure.

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Speaker 5: And I think to your point, it's always in a

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Speaker 5: great way when you look at fan commentary on social

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Speaker 5: and you think that like this one thing caused a

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Speaker 5: decision to be to be made and it was a

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Speaker 5: two year process, and I think for us where it

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Speaker 5: first started is, you know, we're always looking at everything,

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Speaker 5: you know, in terms of how best to connect with fans,

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Speaker 5: how best to represent our brand, And this process first

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Speaker 5: started transparently when we were looking at our current uniforms

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Speaker 5: and there are a couple of areas with the current

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Speaker 5: uniforms that over time and as we saw them on

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Speaker 5: the field more and got more feedback, there were some

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Speaker 5: areas that we wanted to look at. One was the

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Speaker 5: number set and most specifically, there are a couple of

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Speaker 5: numbers that, especially from a broadcast standpoint, we're getting confused

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Speaker 5: and even there's some clips of games where announcers are

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Speaker 5: saying the wrong numbers, and so obviously from an aesthetic standpoint,

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Speaker 5: very important, but functionally, you know, obviously we want that

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Speaker 5: to be you know, received well. So the number set

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Speaker 5: was one that we looked at, and a number another

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Speaker 5: one was we love Atlanta. We're very prideful of the city.

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Speaker 5: But when we what we found with the current jersey,

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Speaker 5: again just more time seeing it on the field, is

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Speaker 5: that the number set and the atl were kind of competing,

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Speaker 5: uh with with each other. So it wasn't a matter

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Speaker 5: of not liking the atl but we it's so important

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Speaker 5: that there's a distinctive lead, and that's the way we

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Speaker 5: went with the numbers. So that process started us looking

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Speaker 5: at the current kind of uniform I'm setting. And an

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Speaker 5: important kind of thing to know about uniforms is that

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Speaker 5: if you make any modification to a uniform. It resets

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Speaker 5: the clock of you have to have those uniforms for

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Speaker 5: at least five more seasons. And as you kind of

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Speaker 5: got through the process and knowing that it was going

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Speaker 5: to have that kind of long tail of time, it

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Speaker 5: had us pause and say, Okay, this is obviously a

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Speaker 5: huge deal. Let's do a true kind of comprehensive audit

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Speaker 5: of our of our uniforms, knowing that a decision could

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Speaker 5: be yes, these modifications are the right thing to fix,

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Speaker 5: or through the process maybe it unnersed something else, and uh,

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Speaker 5: the process unnersed something else. With a lot of fan

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Speaker 5: feedback over the years, talking to our players, understanding where

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Speaker 5: our brand was and where we wanted it uh.

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Speaker 3: To go, we felt like it was the right.

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Speaker 5: Time for a complete kind of reset of our primary

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Speaker 5: uniforms and that really.

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Speaker 3: Started that two year process.

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Speaker 5: It's a process in full collaboration with Nike's while we're

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Speaker 5: here the NFL and fanatics from our retail side so

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Speaker 5: excited to unpack it it more. But it was a

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Speaker 5: thoughtful approach and can be more proud to where we

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Speaker 5: are today.

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Speaker 6: Yeah, I mean, the first thing we did was we

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Speaker 6: looked at our uniform history over six sixty years, right,

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Speaker 6: and we found that red was a common theme. Read

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Speaker 6: we will read as our primary home uniform thirty five

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Speaker 6: out of sixty seasons. We're like, oh, maybe that's something there.

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Speaker 6: And then we got a lot of representatives in the

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Speaker 6: room with Shannon's team, my creative team, the equipment was

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Speaker 6: there and other people and the leadership positions kind of

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Speaker 6: discussing what was non negotiable, what kind of was up

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Speaker 6: for discussion, and listening to the fans, and we kind

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Speaker 6: of worked away at it, found a concise brief, send

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Speaker 6: it over to Ryan and his team and over here

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Speaker 6: at Nike, and that's kind of where we got started.

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Speaker 1: So like, uh, you know, the output is only as

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Speaker 1: good as the brief, and we made sure we sweated

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Speaker 1: that brief.

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Speaker 5: And I think there's one thing I wanted to add

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Speaker 5: to that, which was a great part of the process

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Speaker 5: even before we got to working with Nike or the NFL,

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Speaker 5: is that you know, from me and Larry's side, we're

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Speaker 5: thinking about aesthetic and brand, but if it doesn't perform

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Speaker 5: and function and service of our players, they were completely

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Speaker 5: completely missed in the boat, right. And so Joey, who

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Speaker 5: leaves our equipment operation. His team really kind of bringing

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Speaker 5: in not just the player feedback, but as it relates

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Speaker 5: to what matters in terms of performance and production. So

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Speaker 5: marrying that with you know, brand and design was the

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Speaker 5: perfect harmony for then when we started the conversations with

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Speaker 5: Mikey and the lead, kind of all that was taking

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Speaker 5: into account because I would love to.

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Speaker 4: Get your input on working with these guys and kind

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Speaker 4: of the handoff from brief. Now let's go and get

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Speaker 4: these things started.

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Speaker 8: Yeah, I'm going to agree with with Larry. I think

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Speaker 8: that nothing's more important than a great brief. I think

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Speaker 8: that's really what it stood out working with the Falcons

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Speaker 8: is the amount of effort and time you actually put

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Speaker 8: into the pre process of getting those fan insights, the

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Speaker 8: player insights, really diving deep into, you know, creating a

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Speaker 8: really strong point of view of how you see these

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Speaker 8: things come to life. And I think that if you

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Speaker 8: have a really thoughtful, strong point of view at the beginning,

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Speaker 8: it really creates a lot of efficiencies throughout the process.

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Speaker 8: So I feel like we, you know, working together, we

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Speaker 8: hit timelines, we were able to narrow down options quicker,

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Speaker 8: and I think we actually even finish a bit early

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Speaker 8: in the process, So I think that that's all kudos

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Speaker 8: to this team and then being really prepared for the

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Speaker 8: moment when it came along.

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Speaker 4: So great, you'll want to talk about these uniforms.

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Speaker 7: I'm actually haven't stood.

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Speaker 4: Questions about like some of these details that we're seeing.

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Speaker 4: And for those of y'all who are not watching this,

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Speaker 4: I'm gonna try and explain it as much as I

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Speaker 4: can as we're going through it. But absolutely go to

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Speaker 4: if you're not watching right now, go to our YouTube channel.

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Speaker 4: Check us out. We have a bunch of content that's

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Speaker 4: coming out all about these uniforms, behind the design on

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Speaker 4: the Rise episodes, a lot of things coming. It's not

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Speaker 4: just good, so make sure you check it all about

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Speaker 4: all of our content, all of our web app everything,

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Speaker 4: the money makers.

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Speaker 1: The brain new number.

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Speaker 6: That we have something about a lot earlier.

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Speaker 7: Bring.

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Speaker 5: Yeah, I mean that was the biggest decision of everything.

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Speaker 5: You know, we love the the black you know of

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Speaker 5: our of our current uniform and obviously black is very powerful.

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Speaker 5: But again, as we kept kind of doing research and

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Speaker 5: feedback and it just came back that that red was

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Speaker 5: so ownable for us and as as very touched on

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Speaker 5: of our sixty seasons, thirty five of our seasons, Red

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Speaker 5: was our primary home jersey.

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Speaker 3: Of our regular seasons where we had.

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Speaker 5: Winning records, the far majority we're wearing red jersey. You know,

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Speaker 5: obviously players and coaches, so many other things contribute to that,

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Speaker 5: but there's a uniqueness in the power of red. I

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Speaker 5: think everybody is universal. The passion you know, of of red,

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Speaker 5: the esthetic that the blends speed and power and all

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Speaker 5: these kind of emotions. We just felt like that, you know,

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Speaker 5: for our primary jersey, red was was a huge ownable

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Speaker 5: opportunity and getting that balance of honoring the past and

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Speaker 5: the legacy of that, but then also kind of future

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Speaker 5: proofing moving forward. We felt like red was a color

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Speaker 5: synonymous with all that. And when we started seeing the

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Speaker 5: mocks and definite when we first saw the samples, I

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Speaker 5: was with Larry the first time that we that we

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Speaker 5: looked at it and was like, this was the right decision.

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Speaker 3: So we're excited about.

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Speaker 4: It, right, Yeah, everyone's feeling good.

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Speaker 7: Yeah yeah.

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Speaker 8: And I'll even chime into it. I think that, you know,

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Speaker 8: really having the why behind a change is important, and

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Speaker 8: I think the doing red for Red's sake and just

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Speaker 8: because you can would have been a more challenging thing

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Speaker 8: to really dive into, but having so much story attached

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Speaker 8: to that color that truly validated, you know, the path

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Speaker 8: that we all went on. And just like they said,

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Speaker 8: you know, when we saw that first uniform sample, it

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Speaker 8: was we knew we did the right thing, so.

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Speaker 1: To go more heavyly, heavily read on the away.

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Speaker 6: Uniform was informed by all of this, and so like

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Speaker 6: we're like, yeah, that feels like the Falcons on the road.

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Speaker 5: And I think when you look at both of them,

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Speaker 5: what we hope our fans obviously immediately it vokes is

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Speaker 5: that the color blocking and system is similar to you

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Speaker 5: know that era of Matt Ryan and and and that

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Speaker 5: that team. Yeah, President of Football of of of Matt.

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Speaker 5: That was intentional and while it is not a one

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Speaker 5: to one replication that we did want that to be

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Speaker 5: an inspiration that fans immediately kind of walked onto because

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Speaker 5: that was, you know, all things considered, you know, kind of.

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Speaker 3: The highest period of success.

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Speaker 5: And player and team connection with the city, obviously highlighted

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Speaker 5: by the Super Bowl run. So again, while it's a

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Speaker 5: different design, there's a lot of parallels with that that

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Speaker 5: ara that especially when you look at the head to

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Speaker 5: toe of it. We're bringing back the you know, the

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Speaker 5: red you know, tights and socks on that side. It matters,

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Speaker 5: and so we're excited about that connectivity, which means important.

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Speaker 4: I really want to Ryan and Larry, let's talk about

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Speaker 4: the number set, because I know that's a that's a

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Speaker 4: detail that I don't know if many people will think about,

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Speaker 4: will look to just watching at home, but I know

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Speaker 4: I'm up in the press box every single Sunday, Monday, Thursday,

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Speaker 4: whatever day we're playing, and I know I can tell

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Speaker 4: a difference in it. Can y'all walk me through the

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Speaker 4: process of the collaboration between the two of you and

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Speaker 4: your collective teams when landing on this new number set

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Speaker 4: and you guys, while they're talking, I'm actually going to

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Speaker 4: show you kind of some examples of the key differences

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Speaker 4: of what these numbers look like.

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Speaker 6: Yeah, I mean, when you look at an NFL uniform,

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Speaker 6: the number takes up a large majority of the uniform itself.

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Speaker 1: So there's a lot of identity baked into that.

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Speaker 6: And so the first thing we did was how do

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Speaker 6: we solve for this legibility thing where you know, we

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Speaker 6: wanted to make sure there's distinction between the seven.

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Speaker 1: And the one for broadcast or tory for anyone.

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Speaker 2: For the graphic design team, we can tell who's making

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Speaker 2: the plays on field easily, so solve for that. But

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Speaker 2: then also, you know, figure out what's going to take

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Speaker 2: us into the future as a you know, future proof,

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Speaker 2: classic looking number.

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Speaker 1: But then also how do we make it homeable.

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Speaker 6: So we brought this little wing tip cut out angle

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Speaker 6: of attack into every number. It's consistently represented throughout the system.

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Speaker 6: And you know, credit to Ryan against Team Unite Nike,

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Speaker 6: we were able to file back and forth.

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Speaker 8: Series of weeks and we had some late nights with

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Speaker 8: these numbers.

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Speaker 6: You know, I think that was the fun part, you know,

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Speaker 6: kind of obviously not in the same space with Brian,

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Speaker 6: but myself and Abby on our team kind of late

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Speaker 6: nights in the boiler and making some stuff, sending it

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Speaker 6: over to Ryan and then hoping he liked it and

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Speaker 6: having him send stuff back and that process was super fun.

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Speaker 1: Yeah, I agree.

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Speaker 8: I think that to just double down on how important

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Speaker 8: the number set is not only just the real estate

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Speaker 8: that takes on the uniform, but also the all the

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Speaker 8: different combinations of the numbers together. So one relationship may

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Speaker 8: look great if you put a different number next to

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Speaker 8: it and may actually look look like a mistake. So

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Speaker 8: I think that obsessing every number individually but also as

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Speaker 8: a combination was a huge win. I also like the

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Speaker 8: you know, just the fact that it does feel a

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Speaker 8: bit more traditional and classic, you know, with that more

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Speaker 8: traditional block number said, but it also feels very modern

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Speaker 8: and fresh and new and to your point, very onnable

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Speaker 8: with that wing tip.

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Speaker 1: So it gets to be our.

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Speaker 4: Proprietary which is very exciting, something else that is unique

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Speaker 4: to the Atlanta Falcons. And I really want to chan

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Speaker 4: and give you the opportunity to talk about this a

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Speaker 4: little bit, because this is this has been a question

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Speaker 4: that has been thrown my way more than anything else.

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Speaker 4: Why is the red helmet not sitting here in front.

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Speaker 1: Of me today?

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Speaker 7: Tory coming with the million dollar questions.

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Speaker 4: I know that's the one I'm going to be asked

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Speaker 4: in and day out over the next couple of weeks.

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Speaker 4: And I know the answer, and I know that the

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Speaker 4: red helmets, the throwbacks, they're not going anywhere. They're a

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Speaker 4: part of this closet. We're not talking about those, and

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Speaker 4: we don't have anything right here right now about those

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Speaker 4: because they're not going anywhere. So Shannon, can you speak

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Speaker 4: to the decision to keep it a part of the

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Speaker 4: current is it.

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Speaker 5: But not make it the main So it's it's a

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Speaker 5: great question. We see you guys in the comments. We

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Speaker 5: know everyone loves the throwback. We love the throwback uniforms,

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Speaker 5: so it is a shared sentiment. But a few reasons

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Speaker 5: in one it was considered like it was a thoughtful

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Speaker 5: evaluation and it was a part of the process I

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Speaker 5: think ultimately came down, you know, to a few things.

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Speaker 5: One is part of what makes throwback great is the

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Speaker 5: uniqueness of the throwback, right, so I mean special games

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Speaker 5: when you see it like that, that that's something and

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Speaker 5: you know, to your point, it's not going anywhere. And

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Speaker 5: in fact, based on kind of the rules of the NFL,

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Speaker 5: and when we say closet how many uniforms are part

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Speaker 5: of our full set, there's even an opportunity for more additions,

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Speaker 5: you know, to our close and so there could be

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Speaker 5: a second throwbacker you know type thing in the future.

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Speaker 5: So that's yeah, exactly, So that's good and which is

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Speaker 5: funny because I think just a excite note of that.

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Speaker 5: One of the things that we have loved is that

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Speaker 5: outside of team performance itself.

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Speaker 3: The second topic of our.

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Speaker 5: Fans is about uniforms, and we've seen it over the years,

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Speaker 5: and we've seen all the different concepts and mocks that

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Speaker 5: are very talented and creative fan designers of have shared.

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Speaker 3: So we appreciate that.

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Speaker 5: But the second pieces is that while the uniform is

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Speaker 5: kind of the most visible part of our brand, it

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Speaker 5: is one of a million different ways that our brand

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Speaker 5: comes to life. And when you make a decision like that,

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Speaker 5: it's not just the consequence of the uniform, but everywhere

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Speaker 5: your brand shows up and everywhere that Falcons bird shows

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Speaker 5: up would also.

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Speaker 3: Be changing too.

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Speaker 5: And so for us, the consideration wasn't just about uniform changes.

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Speaker 5: It was are we wanted to change our entire brand?

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Speaker 5: And after thoughtful consideration, it was no like we were

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Speaker 5: proud of our entire kind of brand, which the throwback

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Speaker 5: is a part of that, and moving forward allows us

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Speaker 5: to maintain the continue kind of focus on our primary brand,

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Speaker 5: but still have a role for the throwback to play,

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Speaker 5: and we'll continue to play moving forward. So we love

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Speaker 5: the throwbacks too, but you know, we call them throwbacks,

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Speaker 5: you know, for a reason, and they'll continue to flank

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Speaker 5: our primary uniforms moving forward.

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Speaker 4: I think that's such a good point. And I know,

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Speaker 4: like me personally, just as a lover of all things

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Speaker 4: football and fashion and everything that goes along with it,

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Speaker 4: I think the idea of novelty and the idea of

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Speaker 4: keeping something special and having honestly entire game days revolve

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Speaker 4: around the decision to where the throwback uniform and the

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Speaker 4: red helm and the different merchandise and different things we

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Speaker 4: can do there. I just think that there's so many

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Speaker 4: opportunities to continue to make it be special for what

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Speaker 4: it is.

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Speaker 5: So I'm excited and I think it's just an important

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Speaker 5: point to add to that is again, one of the

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Speaker 5: design inspirations was this to be timeless. We don't plan

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Speaker 5: to be coming back here in five six years doing

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Speaker 5: this again. The aspiration and goal is for these primary

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Speaker 5: uniforms to be our primary uniforms, and definitely right, and

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Speaker 5: we continue to invest in the equity of these. And

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Speaker 5: then what's really cool about how the NFL has evolved

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Speaker 5: is they've added so many different opportunities to flank your

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Speaker 5: primary uniforms, whether it's alternates or throwbacks or the rivalry

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Speaker 5: series which loss this past season, and so there's opportunity

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Speaker 5: to customize and continue to invest in your primary and

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Speaker 5: that's what we're excited about.

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Speaker 4: Ryan. We were doing an interview a chat with you

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Speaker 4: for Are Behind the Design docu series documentary about how

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Speaker 4: we landed on all of this stuff and something that

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Speaker 4: you said that I wrote down and I immediately was like, yep,

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Speaker 4: that's the tagline is these uniforms. These designs, They're dynamic,

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Speaker 4: they're clean, they're fast, but timeless and feels familiar. Those

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Speaker 4: were like the five buckets of I thought you articulated

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Speaker 4: that so well. So my question to you in that

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Speaker 4: is like, how did you land on using those words

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Speaker 4: and descriptions when kind of looking at these the first

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Speaker 4: time you saw them?

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Speaker 8: Yeah, I think that it was all in a brief

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Speaker 8: you know, they did a lot of work obviously talking

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Speaker 8: to the fan base and the players, but just the

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Speaker 8: idea of being able to celebrate the history, you know,

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Speaker 8: some very storied franchise with multi generational fan base. So

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Speaker 8: being able to create something new that connects with the

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Speaker 8: older generation of fans as well as really engages with

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Speaker 8: that younger generation of fans, I think is an exciting opportunity.

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Speaker 8: We definitely didn't want to steer the ship one way,

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Speaker 8: to be too aggressive to where we're pulling away from

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Speaker 8: you know, some very important fan But yeah, I think

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Speaker 8: that you know the meaning behind all these colors, the

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Speaker 8: number sets, the stripes. I think that that, you know,

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Speaker 8: gives a team a huge opportunity to tell stories at

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Speaker 8: the launch.

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Speaker 4: I'm glad that you brought up the stripes because that

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Speaker 4: was what I was going to get to next. These

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Speaker 4: are on the pants, you guys, and I absolutely love this,

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Speaker 4: this addition, this this next step in what these look like.

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Speaker 4: And Larry, as we're talking about kind of bridging the

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Speaker 4: gap between traditional looks, things that feel familiar to the

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Speaker 4: fan base, but also moving it forward in a modern way.

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Speaker 4: Can you talk a little bit about kind of the

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Speaker 4: additions of these and the decisions that y'all made within

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Speaker 4: the uniform that that kind of lands in both worlds.

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Speaker 8: Yeah.

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Speaker 6: What's fun about this stripe is we've kind of easter

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Speaker 6: egged the stripe that you already love or know in love,

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Speaker 6: which is the nineteen sixty six throwout pants stripe.

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Speaker 1: You're familiar with that, and we use that as a

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Speaker 1: jumping off.

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Speaker 6: Point to kind of flank that with this silver which

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Speaker 6: is now kind of a unifying piece from head to.

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Speaker 1: Tote throughout the uniform that kind of bushers us into

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Speaker 1: a new era.

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Speaker 6: And it's really fun as if you look at the

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Speaker 6: silver trim on the pants and build inside out that

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Speaker 6: the silver of the white, the black, the red, that

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Speaker 6: kind of mirrors what's in the primary logos.

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Speaker 1: I love it.

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Speaker 4: I think it's again I want to reiterate that these

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Speaker 4: are all teeny timy little details that have actually been

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Speaker 4: given so much thought and care for two years. Shannon.

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Speaker 4: When you look at kind of even getting to this

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Speaker 4: point organizationally, in the many, many hands that touched this project,

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Speaker 4: does it affill you with a sense of pride about

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Speaker 4: what the entire team.

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Speaker 1: Has been able to do? Uh?

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Speaker 5: Huge and surpride. And you know, Larry and I talk

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Speaker 5: about that a lot. We very much believe in the

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Speaker 5: notion of being a stewart, you know, uh, of the brand,

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Speaker 5: and so you have to incorporate all all the right

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Speaker 5: feedback both internally and as you kind of spoke about,

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Speaker 5: from design to overall brand to performance. You know, with

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Speaker 5: our players, all those are key kind of factors that

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Speaker 5: go into it. And you know, of course with mister

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Speaker 5: blankin from an ownership side in terms of he you know,

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Speaker 5: feeling good about the vision that collaboration and cohesion is

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Speaker 5: is essential. And again because for us, especially with this

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Speaker 5: particular form, we want this to to keep going right

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Speaker 5: and Larry and I are going to be long gone,

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Speaker 5: you know, some someday down the line, and we hope

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Speaker 5: that that, you know, this legacy of uniform you know,

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Speaker 5: kind of keeps going. And so because of that, you

400
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Speaker 5: have to think about not just the now, but as

401
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Speaker 5: Ryan spoke about the legacy of the past as well

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Speaker 5: as thinking about the future. It's a huge responsibility, but

403
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Speaker 5: it's an exciting, you know, responsibility. And so then to

404
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Speaker 5: be able to have just great partners like Ryan and

405
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Speaker 5: at Nike and his entire team back with the league itself,

406
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Speaker 5: with fanatics on the retail side of it, and we

407
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Speaker 5: should definitely get into some of the retail specific kind

408
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Speaker 5: of parts of our design process. It is a huge

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Speaker 5: kind of collaboration, and we know that uniforms matter to

410
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Speaker 5: the players, it matter to our fans, and so it's

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Speaker 5: a huge responsibility and felt good about the thoughtfulness of

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Speaker 5: the process.

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Speaker 1: And one thing to build on what Chan's saying is

414
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Speaker 1: like the big decision to go to this.

415
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Speaker 6: Sandwiched red white red look with the jersey pant and

416
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Speaker 6: sockets feels like the falcons when you close your eyes, and.

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Speaker 1: That's that's great.

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Speaker 6: But we reached that threshold of going back to red,

419
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Speaker 6: and then every other element on the uniform.

420
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Speaker 1: Was sweated and talked about and really intentional.

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Speaker 6: But there's a tremendous amount of restraint we showed, too,

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Speaker 6: which is to kind of serve that timelessness. Look like,

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Speaker 6: if we added extra graphical elements that we thought were

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Speaker 6: really cool in twenty twenty, they may not be relevant

425
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Speaker 6: in thirty six and twenty forty six, And we really

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Speaker 6: kind of like tried to future prefar decision.

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Speaker 7: Making that way.

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Speaker 4: I kind of want all three of y'all to answer this,

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Speaker 4: because I'm just genuinely curious, what's been your favorite part

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Speaker 4: about this process. Maybe it's a small detail, maybe it's

431
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Speaker 4: something that kept you up at night that you're just like, oh,

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Speaker 4: I need to get this. But is there something that

433
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Speaker 4: you look back over these last two years and you're like,

434
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Speaker 4: this is a part of the process.

435
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Speaker 8: That I'll remember. Yeah, I mean, I think just to

436
00:23:31,040 --> 00:23:32,840
Speaker 8: keep on saying it put the collaboration with the team

437
00:23:32,880 --> 00:23:37,120
Speaker 8: and just the open communication. It's something you don't always get.

438
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Speaker 8: And I think that you know, the late night means

439
00:23:39,320 --> 00:23:42,919
Speaker 8: to hit a deadline in the morning and sharing you know,

440
00:23:43,200 --> 00:23:45,760
Speaker 8: content back and forth, and it is so open and free,

441
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Speaker 8: and I feel like the overall relationship was very successful

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Speaker 8: and kind of use that as a way to help

443
00:23:54,119 --> 00:23:57,840
Speaker 8: inform processes going forward. I also say, you know, you

444
00:23:57,880 --> 00:23:59,959
Speaker 8: mentioned a little bit about you know this, you know,

445
00:24:00,280 --> 00:24:02,880
Speaker 8: living in the future, and I think a big approach

446
00:24:02,920 --> 00:24:05,199
Speaker 8: that I've really loved to think about is, you know,

447
00:24:05,200 --> 00:24:08,000
Speaker 8: I grew up around the nineties football and have my

448
00:24:08,040 --> 00:24:10,520
Speaker 8: own grails of uniforms that I would love to kind

449
00:24:10,520 --> 00:24:12,879
Speaker 8: of come across in a thrift shop. But I just

450
00:24:12,920 --> 00:24:16,960
Speaker 8: imagine the kids, you know, in twenty years and finding

451
00:24:17,000 --> 00:24:18,800
Speaker 8: one of these and the thrift shop and be like, man,

452
00:24:18,840 --> 00:24:21,080
Speaker 8: I remember when they did this, Like this is amazing,

453
00:24:21,400 --> 00:24:23,200
Speaker 8: whether they're still part of the closet or if it's

454
00:24:23,240 --> 00:24:25,840
Speaker 8: just you know, another grail in somebody's closet.

455
00:24:25,920 --> 00:24:29,600
Speaker 3: So I think for me, it's a couple ones.

456
00:24:29,640 --> 00:24:31,400
Speaker 5: I think one is just the fan side of it,

457
00:24:31,480 --> 00:24:35,120
Speaker 5: Like I love our fans, you know, very passionate group

458
00:24:35,160 --> 00:24:37,639
Speaker 5: and again, Uniforms has just been this widening rod of

459
00:24:38,440 --> 00:24:43,240
Speaker 5: commentary over the years, and we talk about internally, you know,

460
00:24:43,320 --> 00:24:45,680
Speaker 5: when we watch the Uniforms, there's gonna be a group

461
00:24:45,720 --> 00:24:47,440
Speaker 5: that's gonna love them, there's gonna be a group that

462
00:24:47,800 --> 00:24:49,359
Speaker 5: it's gonna be kind of different, and there's gonna be

463
00:24:49,359 --> 00:24:51,240
Speaker 5: a group that you know, probably wish there was a

464
00:24:51,240 --> 00:24:54,639
Speaker 5: different decision. And we love that because it's because nothing

465
00:24:54,800 --> 00:24:58,560
Speaker 5: is gonna completely one hundred percent and that's okay.

466
00:24:58,960 --> 00:25:01,480
Speaker 3: That's what makes me fans so.

467
00:25:01,480 --> 00:25:04,480
Speaker 5: Exciting because everyone brings in their own kind of different

468
00:25:04,480 --> 00:25:08,040
Speaker 5: perspective and it means you're engaged and you're passionate, and

469
00:25:08,080 --> 00:25:10,200
Speaker 5: that kind of parallels for me. The other part of

470
00:25:10,840 --> 00:25:12,600
Speaker 5: just going back to Ryan's point is just working with

471
00:25:12,640 --> 00:25:14,360
Speaker 5: the people like this.

472
00:25:14,359 --> 00:25:15,840
Speaker 3: This has been.

473
00:25:15,920 --> 00:25:20,720
Speaker 5: Such a it takes a village process, and what definitely

474
00:25:20,760 --> 00:25:23,119
Speaker 5: was not the case is there was nothing that was

475
00:25:23,160 --> 00:25:27,480
Speaker 5: just an instant, unanimous decision. People felt, you know, different ways,

476
00:25:27,520 --> 00:25:31,320
Speaker 5: at different perspectives. Someone would say something that causes completely

477
00:25:31,359 --> 00:25:33,919
Speaker 5: reframe you know, how we how we thought about there

478
00:25:33,960 --> 00:25:38,439
Speaker 5: was healthy dialogue, disagreement, but ultimately we all got to

479
00:25:38,560 --> 00:25:41,600
Speaker 5: a conclusion that we felt, you know, great about and

480
00:25:41,600 --> 00:25:43,880
Speaker 5: I think that's all you can, you know, ask for,

481
00:25:44,000 --> 00:25:46,639
Speaker 5: But the journey and the process of getting there with

482
00:25:46,720 --> 00:25:48,600
Speaker 5: the people around is what I'll remember the most.

483
00:25:49,600 --> 00:25:53,119
Speaker 1: Yeah, I mean it's the collaboration, getting visibility into.

484
00:25:52,920 --> 00:25:55,400
Speaker 6: What what all goes on and Ryan's will because I'm

485
00:25:55,400 --> 00:25:57,760
Speaker 6: curious because I'm a creative person that wants to know

486
00:25:57,800 --> 00:25:58,720
Speaker 6: what happens at Nike.

487
00:25:59,080 --> 00:26:01,399
Speaker 4: You know, I've loved to be here, I really have,

488
00:26:01,920 --> 00:26:02,159
Speaker 4: so that.

489
00:26:02,320 --> 00:26:05,639
Speaker 1: That's been enjoyable. And then also on to that end,

490
00:26:05,640 --> 00:26:07,320
Speaker 1: the visibility on how.

491
00:26:07,280 --> 00:26:10,360
Speaker 6: Shannon's team is thinking about this, and how Joey's team

492
00:26:10,400 --> 00:26:13,760
Speaker 6: and equipment is thinking through and like just learning about

493
00:26:13,800 --> 00:26:17,000
Speaker 6: like what matters to the players, the equipment, team, marketing,

494
00:26:17,880 --> 00:26:20,480
Speaker 6: other people who have been with the club for thirty

495
00:26:20,560 --> 00:26:23,600
Speaker 6: years and seen it all. We brought them in the

496
00:26:23,680 --> 00:26:25,760
Speaker 6: room and talked to them and talked about what mattered

497
00:26:25,760 --> 00:26:29,000
Speaker 6: and that just kind of was eye opening to me

498
00:26:29,280 --> 00:26:32,520
Speaker 6: as a fan of the Falcons before I worked here,

499
00:26:32,560 --> 00:26:34,240
Speaker 6: and after I work here, I'll be a fan of

500
00:26:34,280 --> 00:26:37,879
Speaker 6: the Falcons, and just building into my knowledge bank of

501
00:26:38,480 --> 00:26:42,040
Speaker 6: like what makes that NFL football team work and how

502
00:26:42,240 --> 00:26:43,080
Speaker 6: uniforms are built.

503
00:26:43,160 --> 00:26:45,840
Speaker 1: Like I feel like a better person coming of this.

504
00:26:46,600 --> 00:26:49,439
Speaker 4: I love that and something that you made mention of

505
00:26:49,480 --> 00:26:51,479
Speaker 4: and I think everybody's kind of said, this is the

506
00:26:51,520 --> 00:26:54,359
Speaker 4: input that you got from fans, the input that you

507
00:26:54,400 --> 00:26:59,920
Speaker 4: got from players, you know, Jean Robinson, Drake London, A J. Truw,

508
00:27:00,160 --> 00:27:03,200
Speaker 4: Chriys Lnstrom, like all of these guys are guys who

509
00:27:03,720 --> 00:27:07,800
Speaker 4: are under contractor gonna probably be wearing these uniforms for

510
00:27:07,880 --> 00:27:12,080
Speaker 4: a while. What did they have to say about the

511
00:27:12,160 --> 00:27:15,680
Speaker 4: uniforms and what input did did the players have and

512
00:27:16,040 --> 00:27:17,800
Speaker 4: that y'all really took into consideration.

513
00:27:18,680 --> 00:27:21,760
Speaker 5: I think the first thing from warning from players is,

514
00:27:22,520 --> 00:27:24,960
Speaker 5: you know, from their perspective, like what matters the most?

515
00:27:25,000 --> 00:27:28,919
Speaker 5: And obviously you know the actual production performance like is

516
00:27:28,920 --> 00:27:32,560
Speaker 5: this right? The functionality like can I run faster? Like

517
00:27:32,680 --> 00:27:33,480
Speaker 5: is it not going to fall?

518
00:27:33,600 --> 00:27:33,679
Speaker 4: Like?

519
00:27:33,720 --> 00:27:37,160
Speaker 5: You know obviously all those things. But the constant feedback

520
00:27:37,200 --> 00:27:42,400
Speaker 5: that we got from players was less is more timeless,

521
00:27:42,720 --> 00:27:46,159
Speaker 5: classic tradition. And I think that you might have a

522
00:27:46,359 --> 00:27:48,560
Speaker 5: hypothesis that it's going to be different that you know,

523
00:27:48,600 --> 00:27:52,280
Speaker 5: these these are younger guys, right, different generation, you know,

524
00:27:52,280 --> 00:27:54,320
Speaker 5: when you think about fashion and all that stuff, it

525
00:27:54,400 --> 00:27:57,959
Speaker 5: might be a different But it kept coming back to that,

526
00:27:58,040 --> 00:28:01,160
Speaker 5: which I think was was reassuring for us and and

527
00:28:01,359 --> 00:28:04,000
Speaker 5: we kind of have this whitness test as we were

528
00:28:04,000 --> 00:28:05,240
Speaker 5: looking at different options, is.

529
00:28:05,200 --> 00:28:08,920
Speaker 3: That if it felt like more it felt like it.

530
00:28:08,720 --> 00:28:12,600
Speaker 5: Was complicating something, we can't do it right, like when

531
00:28:12,640 --> 00:28:16,560
Speaker 5: in doubt reduce. And I think that type of kind

532
00:28:16,560 --> 00:28:19,359
Speaker 5: of ethos carried us throughout and that was a consistency

533
00:28:19,359 --> 00:28:21,200
Speaker 5: in the player feedback kind of throughout the process.

534
00:28:21,320 --> 00:28:23,600
Speaker 4: It's fascinating. I was that was I didn't have that

535
00:28:23,600 --> 00:28:24,320
Speaker 4: in my notes at all.

536
00:28:24,320 --> 00:28:26,000
Speaker 1: I was just genuinely curious as y'all were.

537
00:28:26,080 --> 00:28:29,480
Speaker 4: Y'all were talking through that. So when it comes to

538
00:28:30,240 --> 00:28:33,040
Speaker 4: next steps, Shaneon, I know you you made mention of

539
00:28:33,280 --> 00:28:36,080
Speaker 4: kind of the retail part of this, and you know, Rian,

540
00:28:36,119 --> 00:28:39,000
Speaker 4: we've talked a lot about kind of, you know, making

541
00:28:39,480 --> 00:28:43,480
Speaker 4: something wearable for fans at home, fans who are coming

542
00:28:43,520 --> 00:28:46,360
Speaker 4: to games that's different than what a player.

543
00:28:46,160 --> 00:28:48,480
Speaker 5: Is wearing, because we'd all looked the same, like Bajon

544
00:28:48,560 --> 00:28:50,960
Speaker 5: in a jersey. Is that what you're saying, That's exactly what.

545
00:28:50,840 --> 00:28:53,480
Speaker 4: I'm saying is if you put Jon and me side

546
00:28:53,480 --> 00:28:56,080
Speaker 4: by side, you'd be like, well, I can't tell the difference, Uh,

547
00:28:56,920 --> 00:29:00,280
Speaker 4: But when it came, when it comes time to start

548
00:29:00,320 --> 00:29:03,320
Speaker 4: thinking about that. What are kind of the key buckets

549
00:29:03,320 --> 00:29:07,040
Speaker 4: of things that y'all looked for to evolve the design

550
00:29:07,120 --> 00:29:10,120
Speaker 4: in a way that that fans could be a part

551
00:29:10,160 --> 00:29:10,480
Speaker 4: of it too.

552
00:29:11,240 --> 00:29:13,200
Speaker 8: Yeah, I'll jump in real quick, just you know, as

553
00:29:13,200 --> 00:29:15,960
Speaker 8: far as our overall process, we we definitely had a

554
00:29:16,000 --> 00:29:19,040
Speaker 8: lot of iterations, some looking at stripes, some looking at

555
00:29:19,440 --> 00:29:22,600
Speaker 8: the logo on sleeves, and one thing that really cleared

556
00:29:22,640 --> 00:29:25,640
Speaker 8: the path for what we landed on was, hey, what

557
00:29:25,680 --> 00:29:28,040
Speaker 8: does this going to look like a retail? So just

558
00:29:28,080 --> 00:29:30,800
Speaker 8: making sure that you know, we're hitting a premium quality

559
00:29:30,840 --> 00:29:34,080
Speaker 8: performance jersey on the field, but also be able to

560
00:29:34,080 --> 00:29:38,160
Speaker 8: take that down to the retail into the fans exactly

561
00:29:38,200 --> 00:29:40,880
Speaker 8: how it shows up on field. So we've got great

562
00:29:40,920 --> 00:29:44,480
Speaker 8: partners within the finance team to bring these uniforms to life.

563
00:29:44,560 --> 00:29:48,160
Speaker 8: So overall, I feel like this look, the cleanliness and

564
00:29:48,200 --> 00:29:50,760
Speaker 8: the classic it's going to really translate really well and

565
00:29:51,000 --> 00:30:00,000
Speaker 8: hopefully resonate with the with the fans.

566
00:30:00,080 --> 00:30:05,080
Speaker 1: Obviously, he's not going that we really wanted to want

567
00:30:05,160 --> 00:30:09,720
Speaker 1: to want You're going to be on your shoulder. It's

568
00:30:09,760 --> 00:30:11,640
Speaker 1: going to look the same as it does.

569
00:30:13,040 --> 00:30:15,400
Speaker 4: Is there anything with the jersey that y'all want to

570
00:30:15,400 --> 00:30:17,760
Speaker 4: talk about Like, I feel like I've gone through kind

571
00:30:17,760 --> 00:30:20,240
Speaker 4: of all of the main buckets, but is there anything

572
00:30:20,280 --> 00:30:24,040
Speaker 4: that Oh no, we haven't yet. They're dirty birds. They're coming.

573
00:30:24,040 --> 00:30:26,440
Speaker 4: They're going to be there on the back of the jersey.

574
00:30:27,200 --> 00:30:30,400
Speaker 8: Yes, So if you hold up the jersey over there,

575
00:30:31,480 --> 00:30:34,480
Speaker 8: we really love to use the back neck as a

576
00:30:34,520 --> 00:30:36,120
Speaker 8: is a space for a little bit of storytelling. So

577
00:30:36,760 --> 00:30:40,800
Speaker 8: thinking about how the player sees this uniform hanging in

578
00:30:40,880 --> 00:30:44,440
Speaker 8: the locker room, you know, the dirty bird statement is

579
00:30:44,440 --> 00:30:46,840
Speaker 8: going to be the last thing that he sees before

580
00:30:46,880 --> 00:30:50,160
Speaker 8: he puts his uniform on. So also just speaking about retail,

581
00:30:50,400 --> 00:30:52,880
Speaker 8: you know, thinking about the all the uniforms on the wall,

582
00:30:53,280 --> 00:30:55,160
Speaker 8: you know, having that dirty birds in the back neck

583
00:30:55,280 --> 00:30:57,160
Speaker 8: is going to be a great opportunity to tell that story.

584
00:30:58,360 --> 00:31:01,560
Speaker 5: I think another one that was a lot of fun

585
00:31:01,640 --> 00:31:03,800
Speaker 5: conversation and where we feel good, where we landed is

586
00:31:04,280 --> 00:31:08,160
Speaker 5: is the Falcons on the home and the Atlanta on

587
00:31:08,520 --> 00:31:11,840
Speaker 5: the away and again with the current you know jerseys

588
00:31:11,880 --> 00:31:16,120
Speaker 5: before this one, the same emotion of the at l

589
00:31:16,200 --> 00:31:18,920
Speaker 5: and then wanted to probately kind of represent the city.

590
00:31:18,960 --> 00:31:23,200
Speaker 5: But again the the juxtaposition of the two. Currently the

591
00:31:23,280 --> 00:31:27,440
Speaker 5: number set is the prevailing you know, kind of headline

592
00:31:27,520 --> 00:31:30,680
Speaker 5: of that, but in the right way. Falcons at home Atlanta,

593
00:31:31,400 --> 00:31:34,560
Speaker 5: we were on the road. We think it compliments each Yeah,

594
00:31:34,880 --> 00:31:37,080
Speaker 5: for sure. I think that was an important you know,

595
00:31:37,200 --> 00:31:39,520
Speaker 5: kind of element of that side to kind of bring

596
00:31:39,560 --> 00:31:41,000
Speaker 5: in to it.

597
00:31:41,040 --> 00:31:44,240
Speaker 3: So I think that was an important piece. Also, one other.

598
00:31:44,120 --> 00:31:48,240
Speaker 6: Piece of the name, the name plate on the back

599
00:31:48,280 --> 00:31:50,720
Speaker 6: of the uniform two was a piece that we discussed.

600
00:31:50,760 --> 00:31:53,120
Speaker 6: And you know, the current set had a very like

601
00:31:53,240 --> 00:31:56,400
Speaker 6: condensed tall farm got kind of hard to read from far,

602
00:31:56,960 --> 00:32:00,200
Speaker 6: so we went to more traditionally classic club. But you

603
00:32:00,280 --> 00:32:03,840
Speaker 6: will still find that angle of falcon speed and attack

604
00:32:04,320 --> 00:32:06,200
Speaker 6: in some of the characters throughout the set, but not

605
00:32:06,320 --> 00:32:08,880
Speaker 6: all of them. So you'll get unique combinations as you

606
00:32:08,920 --> 00:32:10,000
Speaker 6: build last names on them.

607
00:32:11,200 --> 00:32:13,640
Speaker 5: And this is where the the It was such a

608
00:32:13,720 --> 00:32:15,520
Speaker 5: key point in terms of thinking about the retail side

609
00:32:15,560 --> 00:32:19,000
Speaker 5: of it because we were thinking about especially the shoulder

610
00:32:19,640 --> 00:32:21,880
Speaker 5: and the sleeve. You know, when a player is wearing

611
00:32:21,880 --> 00:32:25,360
Speaker 5: the jersey, he also has the helmet on, so when

612
00:32:25,400 --> 00:32:27,720
Speaker 5: you think about the bird in terms of that, but

613
00:32:27,840 --> 00:32:30,280
Speaker 5: a fan, you know, some fans may be wearing the helmet, which.

614
00:32:30,120 --> 00:32:30,760
Speaker 3: We love that too.

615
00:32:31,160 --> 00:32:34,840
Speaker 5: But but but most aren't, and so with if you

616
00:32:34,840 --> 00:32:38,640
Speaker 5: didn't have the bird on the sleeve, our primary mark

617
00:32:38,800 --> 00:32:40,719
Speaker 5: isn't even on the jersey.

618
00:32:40,880 --> 00:32:44,040
Speaker 3: So just like that level of detailed.

619
00:32:43,680 --> 00:32:47,320
Speaker 5: Consideration again ranging from the player performance side, you know,

620
00:32:47,400 --> 00:32:50,040
Speaker 5: to the fan and retail side, was a really cool

621
00:32:50,680 --> 00:32:53,400
Speaker 5: exercise that exposed a lot of things that we want

622
00:32:53,440 --> 00:32:54,600
Speaker 5: to make sure that we incorporated.

623
00:32:54,800 --> 00:32:56,280
Speaker 1: I love it. Well, you guys, thank.

624
00:32:56,200 --> 00:32:59,240
Speaker 4: You so much for sitting down with me and Rian.

625
00:32:59,240 --> 00:33:00,600
Speaker 4: Thanks for letting us come out tonight.

626
00:33:00,640 --> 00:33:01,840
Speaker 8: You yeah, thanks for visiting.

627
00:33:01,920 --> 00:33:05,400
Speaker 4: We have been wined and dined to a certain extent

628
00:33:05,440 --> 00:33:08,360
Speaker 4: and I'm so excited for everybody to really get to

629
00:33:08,400 --> 00:33:12,040
Speaker 4: know VC uniforms and go by and you know, to

630
00:33:12,120 --> 00:33:14,360
Speaker 4: reach out and we love it. But thank you again

631
00:33:14,440 --> 00:33:17,960
Speaker 4: for a lyric Channon Ry Bryan. Thank you guys so much,

632
00:33:18,080 --> 00:33:20,000
Speaker 4: and we'll see you back in Atlanta very soon.

633
00:33:21,040 --> 00:33:21,160
Speaker 1: Up