sporting goods we started in the equipment section because that's what under armour was in 2002. equipment to apparel section. maintain margins, able to keep. we've created a category, created our own pie, new pie, we expanded the existing one and created this new pie in performance. perform machines is in a lot of places. i don't know if that definition than thoroughly told. fourth quarter, we could have done a better job telling it. i will tell you as we look out 2017 is that you are see great story telling. you will see a highly -- the themes that are running through my company right now, edit. simplify, make ua simply. that's what's written on the white boards in my office. don't forget to sell shirts with shoes. make it simple. edit. being more efficient, running a better company. we're thinking about launching 15 or 20 colors. i bet there's only six or eight that are really great of that shoe. it's making the hard decision in the front end that allows you. proliferation is one of the first things that happens as business grows. i saw it when we crossed the billion dollars and had to tighten the belt. now another point, bigger company, bigger ship that doesn't turn quite as fast. make