Tranquility Base

On July 20, 1969, Americans Neil Armstrong and Buzz Aldrin touch down on the moon while American Michael Collins circles in orbit. About 18 seconds after landing, Armstrong signals back to earth with "Houston, Tranquility Base here. The Eagle has landed."

When we talk about core American values -- tenacity, courage, hard work, independence, bravery -- quotes like the above center me on exactly what these values are. It's so vivid, purposeful, encouraging, and humbling; three people coming from the same country I come from, accomplishing what was once unimaginable.

The American spirit that flows from these moments is what we're referring to when we discuss aligning our brand. Now, aesthetically, we need to be forward minded; New American is not 1969 American. But, still, there's something to be said about paying homage to where we come from.

Where we come from can be fuel for where we're going. If done correctly, you can even feel a bit of this energy when you lace 'em up in the morning and kick 'em off at night.

There's a balance of course, and I'm not sure L&B has found that balance yet. But I think we're on the right path, and I know that our team stands behind this New American voice and intention.

Brandon Cohn