Tuesday
Sep022025

Prado???

Friday
Aug292025

Labor Day Sale Save 40%...Great Product!

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Friday
Aug292025

Grand Prix Racing on a Ski Resort

The 2025 Big Bear Grand Prix, presented by O’Neal, was a huge success. Thanks to Aaron Cooke, owner of the Swapmoto Race Series, Justin Herrmann, the track builder, and the entire Bear Mountain Resort staff, this event was wildly unique and successful. MXA’s Josh Fout is a part of the Bear Mountain staff, and he also played a key role in the success of this first-year event.

Thursday
Aug282025

The rare glimpse toward 2026 with Lawrence and Deegan

motoonline.com

Competition Post: Kane Taylor

On display during Budds Creek championship press conference.

In a teaser of what’s likely to come, the Pro Motocross champions press conference following the Budds Creek National this past weekend saw Jett Lawrence and Haiden Deegan seated alongside each other and pressed on their pending 450MX rivalry that could eventuate in 2026 – offering a rare glimpse into what we may become accustomed to from next year and beyond.

The comparison between the pair gained serious momentum throughout this year’s outdoors, particularly because both Deegan (Monster Energy Yamaha Star Racing) and Lawrence (Honda HRC Progressive) had disposed of their respective 250MX and 450MX competition early in the piece, causing attention to shift as to when these two would meet in one year’s time.

Not only was this a fan, media, and average pundit thing, but it also reached both riders, too, with sneaky jabs taken at each other throughout the season – which was especially the case on social media. Taunts were rife as they continued to show up on weekends and capture race win after race win, trophy after trophy, and eventually, the number one plates in each division.

Then, as if pouring fuel on a fire, Deegan was officially announced to the 450MX division as part of a multi-year deal with the Star Racing organization commencing for Pro Motocross in 2026, adding substance to a conversation that was still relatively speculative up until that point.

Image: Octopi Media.

As for the riders, there hasn’t been a great deal of interaction between the two – it’s almost been a more indirect thing – with the Deegans making a big deal about the Lawrences’ ‘blocking’ them from racing last year’s AUSX Open event in Australia, or the commotion between Hunter Lawrence (Honda HRC Progressive) and Deegan when they were dicing for the 250MX outdoor title in 2023.

Put simply, all signs point to the two not having a type of fondness for one another – and they certainly have polar opposite approaches when it comes to how they conduct themselves and their racing. The Lawrence camp are quiet achievers – they let the riding do the talking, largely avoiding the need to engage in drama even when they are poked and prodded by their competition.

The Deegans, on the other hand, appear to thrive on controversy. They love the commentary that comes in the aftermath – even if it is negative – because that gives them fuel to say ‘we proved you all wrong’ when they make the walk up to the podium. We’ve seen that time and time again with Haiden and his competition, with his list of rivalries more than you could count on one hand by now. And it’s good for the brand. Usually.

It’s a strategy that has worked so far in the feeder 250 category, and worked really, really well to say the least. It’s had a significant impact on the likes of Levi Kitchen (Monster Energy Pro Circuit Kawasaki), Jo Shimoda (Honda HRC Progressive), and Julien Beaumer (Red Bull KTM Factory Racing) throughout their championship duels with Deegan, where he’s so often enjoyed the upper hand when it counts.

Image: Octopi Media.

It is also an approach, however, that has many people wondering whether it will work in the premier class, where Deegan will meet an entire top 10 of previous 250 champions, as well as multi-time 450 title holders. It’s a different ball game, and we sit here with the question of how will he fare against Jett Lawrence? But that assumes that he can get through multi-time 450 champions Chase Sexton (Red Bull KTM Factory Racing) and Eli Tomac (Monster Energy Yamaha Star Racing), which is far from a certainty.

Nevertheless, both Jett and Haiden’s futures did finally collide at Budds Creek, with the two directly commenting elaborately on each other for really the first time in their young careers.

“Yeah, I’m looking forward to it,” commented Lawrence when questioned on Deegan’s arrival. “I’m always up for new challenges. I feel like when I get challenged, when someone comes in that is really good, I feel like I ride better – and it creates new motivation for me. No one wants to lose in this sport, so whenever I do lose, I get pretty pissed.

“I’m looking forward to it – obviously the fans want to create a rivalry – we are the closest in age, I would say, outside of the other competitors, so yeah, people seem to be trying to create the RC [Ricky Carmichael] and James Stewart kind of thing, which is cool. The sport needs a rivalry, and I think it’ll be good for the sport.”

Deegan added directly afterwards: “I’m excited, although I have a little bit of work to do, obviously. Those guys are pretty gnarly in the 450 class, so all I can do is work hard and eventually be running up there with the boys, but as of now, I have a lot of work to do – or whether it is a lot or just putting my days in, but we’ll get there.”

An interesting note is that neither mentioned the other by name, which likely points to the underlying animosity that is swirling beneath the surface of their otherwise nice and respectful answers. Neither congratulated the other on their title or overall season, either, which suggests that this interaction was a forced process (hats off to whoever seated them together), prompted only by the unavoidable circumstances of the question and proximity.

There isn’t any love lost here, by all indications, which is interesting because they’ve only ever really met on the one occasion that Hunter and Haiden had a quasi-rivalry outdoors in 2023. What it means is that it undoubtedly sets us up for a wild decade of competition, considering both Jett and Deegan are just getting started in their careers.

I anticipate that when the two futures do collide, fireworks in one way or another won’t be all that far off between the two camps. Add in the fact that Brian Deegan is an expert at playing the antagonist – as he did in Freestyle Motocross with Travis Pastrana in the early 2000s – and all the ingredients are there for… entertainment, to say the very least.

As mentioned, a lot of this presupposes that Haiden will clear Chase, Hunter, Eli, and more to be able to reach Jett on a regular basis, which again, is no sure thing and something that will be an intriguing piece to follow in its own right.

 

Monday
Aug252025

2025 ISDE Results: Decisive Day 2 for Team Italy in Bergamo

Results from all classes at the 2025 FIM International Six Days Enduro (ISDE) in Italy where the home nation’s World Trophy team move ahead of France at the top of the leaderboard – USA Women hold 16-minutes lead already.

Day two at the 2025 International Six Days Enduro saw riders and teams back on the same tests and in sunny conditions.

The story of the day is Team Italy’s jump ahead of France on the World Trophy leaderboard. It could be the wet conditions suited the French on day one yesterday, as it did last year in Galicia, but with the sun out the Italians and at least one Spaniard were bossing it.

That Spaniard, Josep Garcia, went fastest overall in every test today, stamping his authority on the individual result (and the sport) but he was kept honest by Andrea Verona who finished just 11.65 seconds adrift.

 

Italy maintain their advantage in the Junior World Trophy but the Aussies are flying and coming for them. Led by Kyron Bacon, who pulled third scratch today, team Oz close into just half a minute behind the Italian boys.

Meanwhile in the Women’s World Trophy, Team USA are sailing away with it. More than 16 minutes advantage is slightly unreal, even by their standards in recent ISDEs.

World Trophy

As early as test two, team Italy’s men had taken advantage of the drier conditions and earlier start times to jump into the lead. France had a 34 seconds lead at the end of the wet day one but the Italians swung it right back in the sunshine today and look comfortable out front with a near two-minute advantage.

All three leading teams have riders vying for top 10 scratch times in the tests, with Sweden joining France and Italy in that podium fight. But the contest is being won or lost here by the fourth team member and all three have been looking in the rear-view mirror for the collective time tally. It’s one reason why ISDE is so fascinating.

Sweden lost ground after a duff third test result from Mikael Persson – the Triumph Racing rider went from third scratch to 12th after a mistake. But the team is dogged and clawed back by the end of lap two to close in to just over half a minute between France second and Sweden third.

Behind the top three WT teams it’s incredibly close. Spain, USA and Australia are see-sawing back and forth with the Aussies nicking it for fourth today, 10 seconds ahead of USA.

Spain are benefitting from Garcia at one end of the time sheets but losing out with Julio Pando’s time at the other. They are 20 seconds back in sixth and proving the point about team strength.

Garcia wins every test

Typically Josep Garcia – who won day one outright but lost a chunk of time with a crash in the final test – started day two in determined mood. Determined to get his individual advantage back to a decent gap, he began the day with a test time no-one else could match and went on to win every test outright.

Andrea Verona was back on song though and we can see a familiar pattern emerging here yet again at the ISDE: Garcia leads, Verona chases. The pair were separated by 11 seconds scratch today.

Youngsters in the fight

It was a strong day individually for a number of young riders including Morgan Lesiardo, Kyron Bacon and Grant Davis. Two of these riders have good Italian enduro experience, naturally Lesiardo who is Italian, and Kyron Bacon who is racing for an Italian Kawasaki team this year.

Davis has never been here before and clocked in sixth fastest overall impressively finishing fastest American.

Bacon looked to have impressed even himself having ripped a fine third scratch result today behind Verona and Garcia.

Also shoutout to Lukas Neurauter bagging top three results on the long, third enduro test for two days on the bounce.

Aussie Juniors keep Italy honest

ISDE is a team sport and Bacon surely kept his Australian Junior team in the hunt for the Junior World Trophy with his times today. All three Italian and Australian Junior riders are inside the top 10 in class and it shows as Italy continue to lead but only by just over half a minute.

France remain third, two minutes adrift with USA fourth and Spain fifth.

Wonder Women

It’s normal for us to write that team USA Women are leading but, jeez, not normally by this much this early. 16-plus minutes after two days means they can control it from here with France second ahead of the Australia girls today, by half a minute.

The individual battle between Brandy Richards, Australian Daniell Macdonald and Korie Steede for the scratch win is worth keeping an eye on.

Club class

The situation is unchanged in the contest for Club Trophy honours with the official Italian club team doubling their advantage to 3:42. But AMA Club Team Rabaconda kept on today and take over second place, relegating BBM Italian old guys third and followed by four USA club teams dominating the top 10 in class.

 

Monday
Aug252025

Tom Vialle Budds Creek comments

 

"Hey guys, I've seen some stupid shit online since Budds Creek and just want to clear it up. I haven't quit or anything like that. Like everyone knows, I'm not the only rider in this situation. We have been dealing with broken/fading shocks all summer. The team and I can see in the data that the shock isn't working properly and something happened early in the moto.

"It's been really tough for me the last couple races with the shock, but I still wanted to keep racing and giving it my all like I always have my whole career. But, after the shock broke once again in moto one at Budds Creek, I decided not to race the second moto for my own safety. I'm sure everyone gets that.

"KTM and the team are working on it, and I'm confident we'll be good to go for SMX. See you guys there."

 

Monday
Aug252025

Herlings Back On Top ...MXGP Netherlands

 

Monday
Aug252025

Jorge Que' Pasa?

Jorge Prado: P6 overall in the Pro Motocross standings. It was a very tough season to say the least. Cruising around every single race was heartbreaking for me, especially knowing my capabilities. Never felt comfortable on the bike, not even a bit! This builds to an unsafe feeling on it. I didn’t expect this year to go this way at all. Happy to be in one piece and fit, hopefully we’re back where we belong soon. With cruising, I meant that I couldn’t ride to my full potential, even though I gave 100 percent and had to set myself to ride at a safe speed.

Any ideas about what is going on at Kawasaki? Is Prado going to KTM or back to MXGP?

Monday
Aug252025

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Tuesday
Aug192025

FLY Racing's Jason Thomas

Regulars Post: Alex Gobert 

Positioning the globally-trending brand into MX26 and beyond.

It’s an instrumental period in the story of FLY Racing upon introducing its MX26 line, building upon decades of experience while capitalizing upon a series of clever acquisitions – including the headline signing of now three-time 450SX champion Cooper Webb – that have elevated the brand’s position on a global scale. MotoOnline had the opportunity to go in-depth with Jason Thomas to learn more about the current products, what’s in store next, and FLY’s broader success in this Industry interview feature. 

I wanted to start initially with you summarizing the 2026 FLY Racing range and the process behind it. What are your thoughts on it?

Yeah, so it’s an interesting year when you think about 2026 because we’re in a bit of transition, as we’re heavily invested in several new products that are in the process right now. In regard to apparel, I look at it from a five-year or 10-year cycle, and I think, ‘Okay, where was it that we were with these products 10 years ago?’ And systematically, we have taken steps along the way to make improvements. If you look year by year, they’re really small [improvements], but if you frame them out and look at five or 10 years, they’re gigantic. They were just small changes and implementations, and though these things are not going to make big headlines, they were year-on-year developments. We’re bringing high-end features to mid-price products, and we’re making small revisions to the cut and fit of certain items, so we have very specific ways to attack price points, riding styles, body types, all those things, and 2026 was just another step forward. We didn’t revamp everything because it’s very strategic… I’m a big believer that if you go in and revamp everything, like take OEMs, for example, every few cycles, they’ll completely change the entire approach to a motorcycle. That sounds exciting, right? Everybody’s, ‘Oh, a brand new bike,’ but there’s a big risk that comes with that, because if you have a great platform, the odds of you improving on a platform that has taken small steps over a certain number of years, the odds of you going backwards are pretty high. And that’s what we’re always fighting. Do we want to revolutionize everything? Yeah, in theory. But your odds of taking a step backwards to do that, and the product not being as good, are incredibly high in that scenario. So we have taken this process of small changes over time to make it a little better each time. And then you get to this point where we are, where we’re kind of running out of things to improve. Do we need to innovate new materials? Or what else can you do? Because, and I wouldn’t say it’s just FLY Racing, I would say it’s across the industry, apparel is insanely high quality right now. It’s almost to a point where we’re our own worst enemy, because it never breaks. It never wears out. You can wash it a hundred times, and the colors are just as bright. Apparel is pretty bulletproof these days, and, on the sales side, sometimes you want this cycle to be a little shorter, so people have to go buy new stuff. The simple fact is that people are wearing stuff for multiple seasons now because the quality is so damn good. So, big picture, we have just tried to continue that process of small refinements, make things a little bit better, and we’re starting to lean into other areas of the market, like new protection pieces. Certainly, you’re familiar with RHEON and our Adaptive Impact System (AIS), which the Formula helmet utilizes. We’re going to start ramping that up in other areas, because in the end, RHEON and AIS are just energy mitigation. That’s all you’re doing, you know, it’s applied to a helmet, but that is transferable to anything that’s absorbing any sort of impact. So that’s where I think our future is, to continue down the road that we’ve been very successful at on the apparel side, and then grow our other avenues that we really have kind of been waiting on.

As you say, the products aren’t a lot different, but at the same time, there’s a real sense of modernization of the brand. If you think of the graphics themselves, but also the athletes that you have across the board, and then the DBK connection, there’s been an evolution in the positioning of FLY Racing, which is an important aspect in itself…

There’s no doubt. And that’s where our emphasis is and has been. As a brand, we really want to find ways to engage and identify with younger demographics. If you look at the history of FLY Racing, I think we’ve done a fantastic job of being a super family-oriented brand, and we identify a lot with that 30-plus, 40-plus rider. That is a great place to be, because that is a very heavily engaged, focused group for motocross – there are a lot of people who ride motocross in that age bracket, and that’s a great place to be. But when we think about, ‘How do we take the next step? How do we be the brand that everybody thinks is awesome and wants to be a part of?’ Well, we need to connect with that younger audience. The kid who is 16 and on TikTok and their favourite rider is Haiden Deegan, for example, or they love the DBK stuff, right? Twitch [Jeremy Stenberg] has done a fantastic job of connecting with the customer that we have not done a good job with, so DBK was a huge win for us. We’re just in the infancy of that project, and we’re rolling out more items that have been received incredibly well. I think long term, when you look back, say, 10 years from now, when we’re having the same conversation, I think the DBK addition will be a big chapter in the story of how we went from where we were to where we are in 2035. I think DBK is going to be a big story there because, not necessarily on the dollars and cents side, that’s all great, but in having the most identifiable brand and one that connects with the heart and soul of younger riders, and I think that, in essence, that is what DBK does incredibly well. For us, it was a win to be able to get that product to market, but also that they were willing to join with us. Both sides have to recognize that they want to take this journey together, because in any partnership, there’s risk. There’s risk on both sides that, ‘Are we willing to sign on to what you guys are doing, what you guys are about, and vice-versa?’ And I felt like it was the right place, right time, right people, all with the right vision to take the next step together. And you said it, between DBK, KTM Junior Supercross as another initiative that is trying to get us into the next generation of FLY racers, FLY riders, and in the end, FLY customers. We want to be the brand that these kids look up to, and, big picture, in a nutshell, we’re trying to create FLY Racing riders for life. People who say, ‘All I’ve ever worn is FLY. Why would I wear anything other than that?’ We promote this FLY Racing family and these kinds of doctrines, but we also live by them. I’ve been a part of this brand for going on 23 years, which means a lot to me. I think there is going to be a full generation of kids who feel the same way I do. And they’re going to have started a lot younger than I did. But the feeling of being a part of something, I think it is going to be what they look back on in 20 years from now, you’re going to be like, ‘Yeah, I’ve always worn FLY.’ Because I’ve seen that, we have our guys, being me, Andrew Short – there is a group of us – where it’s like, that’s all we know. Weston Peick is another, but I think long-term, we’re just getting started on creating that narrative.

You mentioned in there the risks of business, and obviously, everything’s calculated. When you think back to the Cooper Webb acquisition to sign him as a multi-time Supercross champion, that really couldn’t have gone any better in terms of the way that he clinched a third 450SX championship, the way that he is genuine and authentic in his connection with FLY Racing. That move was a risk, but I feel like it’s one where the results speak for themselves – it’s been a real win-win situation.

No, it has. Between Anthony Armsby, Dalton Braun, and Hope Stillmock, they deserve a ton of credit for getting that deal done, because that wasn’t one that I worked on even one percent. I’ve known Coop for a long time, but that wasn’t one where I was out chasing it, laying a foundation, or cultivating that partnership… I wasn’t doing any of those things, but they got the deal done, and when I was brought into the conversation, my only ask in the whole thing was ensuring that he wanted to be here. In the end, it’s not my call, but I don’t want this to happen if he’s not all in and wanting to be a part of what we’re building. That’s it. Because I’ve seen it so many times, how many times in the past have we seen riders, whether they’re toward the tail end of their career or retired, who are like, ‘Okay, who will pay me to be a part of something. I don’t even care.’ That’s what I didn’t want. And we’ve had situations like that, where we’ve been deep in negotiations, and I was just like, ‘I don’t want to be here on any level… They are going for the best deal, and I know where their heart is, and it’s not with us, so, can we please exit this? Like, ‘Thank you for your time. Thank you for considering us, but we are going to withdraw.’ That’s how I have felt in the past. I felt that multiple times. And those conversations never saw the light of day because we didn’t end up signing a contract. This Cooper Webb partnership, however, has been on the opposite end of that, which I could never have dreamt would go this well. I knew he was all in after our conversation, and I thought, ‘Okay.’ And if there was any blessing for me to give, which is not the case, but I gave it anyway. I said ‘By all means, please do this. And I hope it happens. This is your guys’ deal, [and] I’m all in.’ That’s the only ask I’ve had. And I would say the same thing, if you look at all of our partnerships that have been successful and long-term, they’ve been born out of that. Look at Yarrive [Konsky’s] team in Australia. That is the perfect example of someone who is all in. There is no person, by definition, on this earth who is more all-in than Yarrive Konsky. He lives and breathes this stuff all the time, and, you know, he wears FLY Racing on his heart. I can see that. I just talk to him and I know that’s true. Those kinds of concepts are happening in Europe, too, with this partnership that we forged with Red Bull KTM Factory Racing De Carli, because that’s a relationship that I’ve been chasing since 2017. They were in other agreements and with other brands, but it was a team that I always felt like was the one we wanted to align with. I liked the family dynamic, I liked the relentless winning that they had been doing for decades, and I just thought it was as a place that we could call home for the long term, and and when we were able to make that happen in 2024 and get that deal done, I just felt so good about it right away. And that’s not even knowing what the team was going to look like in 2025 or beyond. To have the red plate in MX2, to be right there in MXGP, and to win our first MX2 race and our first MXGP race together, like, it has been so successful right away, but even without all the winning, it has been the place that we wanted to be. And most importantly, in all of that, I felt like they wanted to be partners with us, and that was, in the end, that’s the most important thing across the board. I don’t want it to be transactional. If you want to be involved with us and what we’re doing and the things that we’re trying to build in our vision, we’re all in, but if it’s just a passing contract with that person, I’d rather not do it.

How much value is there in having athletes and teams all around the world, whether it’s America, Europe, or in Australia? And – primarily those big ones – the feedback that you get from an assortment of riders, I assume, would validate a lot of the direction and all of the R&D that’s gone into the product for so long, but I’m sure that you still learn a lot along the way.

Yeah, we do take a lot of feedback from those guys, right? And the challenge is, we need to understand that what they want is not always what the customer wants. There’s a lot to be gained from the feedback that they’re giving us, but having said that, the gear that we build for, say, Chance Hymas or RJ Hampshire, they are physical freaks. Their waist size is tiny, and they have no body fat whatsoever, so we can’t build all of our products to suit them – it wouldn’t work for the average rider. If you look at their jersey, all that stuff is custom-tailored, and it’s skin-tight, so you can’t take all of their ideas and implement them. There are areas where you can take their feedback, and I like to listen to them talk about things like chest protectors and all the items that are really in the protective space and not so much fit-based. I think that’s where you draw the line of delineation, is if you’re telling me about how something works, I’m all in and I need to understand more, but if you’re telling me about how it fits you personally, that’s not really that transferable because these guys are so much different than our basic consumer. So, you listen to all of it, and you try to make their product the best for them, but what you implement into the line on a global scale, I think you have to be very discerning as to what you listen to and what you apply. But in the end, yes, there is a lot to gain. It’s just, which parts make it to market, which changes make it to market, versus what do we customize for them to be their best.

You spoke about De Carli… The success the Coenen brothers are having and then Langenfelder as well, that’s a pretty unique opportunity and a timely one, considering the uplift in their careers together, isn’t it?

It’s unbelievable. And make no mistake, we want to be associated with Lucas, Sacha, and Simon for the long term. I hope that they are with De Carli for the foreseeable future, and nothing would make me happier than Lucas being the next Tony Caroli or Jorge Prado in the story of De Carli. But whether they move on, you know, there’s so much talk about them wanting to end up in the US, regardless of any of those things, our goal is to align ourselves with their level of excellence, period. We want to be around them, identify with them, understand what they need, and how we can support them. And in the end, try to be alongside them. I mean, Lucas’ career is on a rocketship to the stratosphere at the moment, out of nowhere. The MX2 success was great, but the way that MX2 is structured in the world championship, you’re destined to age out, and all the talent ends up in MXGP, and you don’t know how riders are going to make that jump. What is their level based on what the MXGP level is? It’s always a guessing game. And immediately, Lucas comes out and goes right to the top. And you can say, ‘Well, [Tim] Gajser has been hurt,’ which is fine, but they were battling before that injury, so I think Lucas could battle anybody who’s there to be battled with. Whether it’s [Jeffrey] Herlings or Gajser, Lucas has established himself now as an MXGP elite in his first year. And for us to be a part of that was incredibly fortunate and, again, long term – Stateside or MXGP – we want to continue building our relationship with Lucas, Sacha, and Simon.

Charli Cannon, as well as Mikayla Nielsen, are two top female profiles in the sport right now, and there’s been a resurgence with the WMX series in the US, too. Talk about that a little bit, that opportunity in itself, because again, it just adds to the current trend that is FLY Racing, that growth, the brand…

To go to the origins of that, with Western Power Sports, which is our parent company, we are big proponents of women and powersports. Women riding motorcycles, women being outdoor enthusiasts in general, we are big supporters, and our product line reflects that. So when you look at our line for women, it has been the only true performance products for women, something that’s purpose-built with high-end materials that are built for them to go and perform. I personally, and we as a company, felt that they deserved something better than what was being offered. I looked at the landscape, this is going back eight years at least, and I kind of looked around, and there was just nothing. The only offerings were entry-level pricing and gear that wasn’t articulated very well, and it just, it was the bare bones stuff, and I’m like, ‘Why are we doing this?’ Look around at brands like Lululemon and Alo, to name a couple, these brands were built around women wanting stuff that performs and looks great, and that women truly buy. They’re not scared to go out and buy this stuff if it works, you know, so why are we not building something to the level that they deserve? And that’s where our line is built from, and sure, we offer our women’s F16, which does incredibly well and fits a little bit differently, to a broader range. Like we get a lot of mums and the sisters and stuff that want to jump in a side-by-side or want to identify with everybody at the track that will just wear the jersey, so that’s great and we have all of that, but I feel we are very unique in the fact that we offer something specific for a racer like Charli, a racer like ‘Kay Kay’, whether they want to wear from the men’s line, which is fine, but we have something that’s built for them to perform if they want to wear the women’s line as well, and I take a lot of pride in that. Not many brands are willing to step up and, you know, take a risk on the dollars and cents side – maybe it doesn’t look like it makes sense – but we truly believe in it, and we put our money where our mouth is alongside our belief.