"Social media is more than a sentence," says the company's chief marketing officer, Kyle Nelson. "A sentence is a post. Social media is a conversation. I want an athlete who's going to build me into the conversation. It's, how often can I be in front of an audience? Even if that audience is far smaller than what everyone else has, the totality of that conversation is going to be more meaningful."
"Just a miscommunication," Nelson said. "I thought I heard something else. I was just thinking way too much."