Setting Creative Direction for the Brands

Added: 2026-05-31

[00:00:00]That's last night.

[00:00:03]You watch the that did you watch that OKC game?

[00:00:08]Did you stay up for the whole game?

[00:00:09]>> Yeah.

[00:00:10]>> Bro, I cannot stay up like that.

[00:00:15]I like put my blue light glasses on and like 5 minutes I'm knocked out.

[00:00:29]That's sick. Yeah.

[00:00:32]>> That's pretty sick.

[00:00:32]>> Yeah.

[00:00:36]So he's like he's trying to break up the merch with the same type of naming system that we have like core sport and then the black will be like basically like rated R.

[00:00:49]>> Yeah.

[00:00:51]>> Which are the idea or concept of that is to take things that are more exclusive like limited time drops or uh higher price point.

[00:01:03]>> Okay. So limited because of price point.

[00:01:06]>> So things like that like for for example like we talked about doing like something super cool at the Olympia but like maybe only 50 of them.

[00:01:16]And then we talked about doing something around maybe like the World Series and doing like a cool baseball jersey but like a legit jersey and more premium and then just like dropping 30 on the site.

[00:01:27]>> And that's it and that's it you know it's gone. You know stuff like that.

[00:01:31]>> Who's in town? Who's the stranger?

[00:01:33]>> Dom Cruz is here.

[00:01:34]I have two best friends.

[00:01:36]Both have the same name.

[00:01:38]Both work for the same company.

[00:01:41]This Dom is like the Swiss Army knife of all things that we need for the brand from an educational perspective, from an organizational perspective from a formulation perspective which is also education.

[00:01:54]Um So yeah, so it's always good to have him here.

[00:02:00]>> When I walked in, he said, "Welcome home."

[00:02:02]>> Yeah, welcome home.

[00:02:04]He refuses to move here.

[00:02:07]>> It's a domino's demise, but it's all good. We'll get him here eventually.

[00:02:11]>> Cuz I would have that collar raise.

[00:02:13]>> Oh, no, that's the Yeah, yeah, yeah.

[00:02:15]>> See, he's trying to mess me up.

[00:02:16]>> Chest, yeah. Incline dumbbell collar raise.

[00:02:19]>> My big brother Tom.

[00:02:20]>> Oh, yeah.

[00:02:20]>> Hey, bro. I just Nice to meet you. How you doing?

[00:02:23]>> Good. You live up in >> No matter.

[00:02:25]>> Okay.

[00:02:26]>> Yeah, cool.

[00:02:27]>> Nice to meet you both.

[00:02:29]We're neighbors.

[00:02:30]>> Oh, yeah?

[00:02:30]>> Yeah.

[00:02:30]>> Cool.

[00:02:31]>> Yeah.

[00:02:31]>> Very long road.

[00:02:32]>> Huh?

[00:02:34]>> Oh, yeah?

[00:02:35]>> Yeah.

[00:02:35]>> Very long road.

[00:02:36]Really nice place, beautiful.

[00:02:38]>> Thank you.

[00:02:39]Yeah, it's good to have you here.

[00:02:41]>> Yeah, it's awesome.

[00:02:42]>> Nice to meet you.

[00:02:43]>> Nice to meet you, too.

[00:03:38]>> Jeez.

[00:03:39]Tired.

[00:03:43]Working out stuff is hard.

[00:03:44]>> Shoulders are crazy.

[00:03:48]>> In terms of exercise selection, I would say today's probably one of like of the most demanding days.

[00:03:54]Heavy press.

[00:03:56]Hanging goblet squat, which obviously like relatively speaking, this isn't heavy, but for me working my way back up, it's challenging.

[00:04:03]And then going into like a challenging press.

[00:04:06]Then we have that tri-circuit with sled pushes and everything after this.

[00:04:34]Also, I ordered a bigger gym bag cuz I'm getting lots of accessories and this is an absolute mess.

[00:04:40]Some are just falling out of the bag the whole time.

[00:04:45]>> I feel like you should do a what's in your gym bag >> I ordered a Well, we did one of those already, but it's already expanded. I ordered the ASV bag, which is my first ASV purchase ever.

[00:04:56]So, I'll let you guys know how it goes.

[00:04:58]If I like it or not.

[00:05:01]I honestly, from a size component, those big North Face camping duffels would be great, but there's like no compartments in them.

[00:05:12]But, I might end up there anyway.

[00:05:14]>> You do this by yourself?

[00:05:15]>> Yeah, like I said.

[00:05:18]Look at your face.

[00:05:20]You like I don't have that problem.

[00:05:22]>> First of all, don't trust a man who can put a plate on his own back.

[00:05:30]I'm just kidding. Maybe I don't want to shouldn't be trusted.

[00:06:00]>> This feels great.

[00:06:03]Full band action.

[00:06:07]I work out hard for the record. This is just extra hard.

[00:06:10]>> [laughter] >> It's because of the humidity.

[00:06:13]And then as far as the creative for the new skews on Revive, I want to make sure we're also not doing double work there because Miguel has done a lot of AI work. I want to review those and make sure they're acceptable and then we can go from there. I can commit to reshooting the new one. We can also get Dom Cuzz to reshoot the new one. I think that we should do for Chris's, probably Yianni, I'm talking to you. Yianni's in the room with me. So, we shot a Creatine Plus video with Chris.

[00:06:43]What I think that we should do is get as much of that visual of him >> And then get the product out of it.

[00:06:50]>> Get the product out of it and then just voice over where the product's in it to save his audio >> Yep.

[00:06:56]>> and redo that. So, can you just make a note about that? Thank you.

[00:07:00]Austin takeover, we probably have the most progress there. I'm like, at least we locked dates.

[00:07:05]Personally, I'm not terribly happy with it being now locked into three days, but it's something not surprising. That's okay though. But, let's also >> That's it's uh >> to be determined because of Friday's meeting.

[00:07:19]I think I think Friday can actually expand a lot further and not necessarily with our initial people, but what he's going to bring to the table and what he can do.

[00:07:28]>> Yeah, yeah, yeah.

[00:07:28]>> And you shake your bottles and part of it.

[00:07:32]These were the like I was going to actually do the hands.

[00:07:38]That's the hand right there.

[00:07:40]>> And that's the essential pre, right?

[00:07:42]>> Yeah, that's an essential pre.

[00:07:45]>> All right, so you guys kind of get the glimpse of what's going on, but again, it's just been like tugging at my heartstrings. We have a lot of great dads in this building, and I don't think there's been the unison that I personally desire to showcase that within the brands, you know? And I think we're always looking for these external things to showcase, but yeah, we have great individuals in this building that are accomplishing great things that I think that I now I think I know there's a lot of attraction, and there's a lot of desire, and a lot of people look up to us.

[00:08:15]And I really just want to showcase that for us, you know? And and so for the next month, like we're going to do this Father's Day campaign, and and then really I think have that more be a focal point of our year, you know?

[00:08:26]And just there's there's this big movement now of like the dad hours movement and and training early in the morning and and not sacrificing time with your family, and those are things that Dom and I have really locked into, and and not only just Dom and I, Stefan does the same thing, Sam does the same thing. Again, there's so many incredible dads in this building that I have just felt that we need to do a better job of creating and bringing that into what RAW truly is, because that is what we truly are.

[00:08:53]And just making sure that people know that and then can come alongside of that, and not only would they want to support it, but it's going to create a movement and and a culture of dads that are just encouraging each other, inspiring each other, and really like we don't we don't need to look for this these external things to showcase or highlight, because really awesome things are happening here.

[00:09:15]And I'm just excited to kind of roll this out with you guys over the next month and then onwards for the rest of the year, because I think that's something that we should be investing more time into as a brand.