The data said keep the Sydney Sweeney ad running.

What did you see in your data as it pertains to Sydney Sweeney that would you would tell American Eagles, I guess C-suite, that they need to stick with this? >> Because the customer liked that. Campaign like that was worth billions of dollars. To have something that ran countercultural that took off, hit every social media channel everywhere, there was no question in the research that came back. And I did a a nice event, you know, with at the CMO, that sometimes you have to understand when to kind of run in a different direction than everybody's telling you. And this was one of those cases. Truth of the matter is, you have to make your products attractive, you have to underscore the real features of them, and then you need to do it with some element of interest or uh something that really strikes a chord.