My brother just wrote an article that perfectly explains something we figured out early at Izzi's Gym. Nobody carries brands. People carry identities. We've never been a logo-first store. We lead with community. With ideas. With belonging. The kids who come through our doors aren't walking out as brand ambassadors. They're walking out as Pokémon trainers. Builders. Collectors. Competitors. We just happen to be the place that made them feel that way. That's the difference between a logo sticker and a door. Nick breaks it down perfectly. Link in the comments.