Nike

9972.752 - 10001.277 Ben Gilbert

It is unfathomable. So he did active work for many years in order to build the brand equity, but he does passive work now to keep it alive. Of course, he has sort of input on who they're signing to the Jordan brand. He has sort of a vote in that. But in Michael staying out of trouble and Michael staying the dream... he builds a tremendous amount of brand equity. And Nike reaps 95% of that.