For some, a nearly two hour conversation about the future of the sport of running - between three relative bozos - may be a bridge too far. For others of you, this will really help reveal significant changes we feel will revolutionize the sport. Recent NCAA legislation has slowly filtered into the real world of collegiate distance running. The first athlete to sign a significant NIL (Name, Image, Likeness) contract is Katelyn Tuohy of NC State, in signing with adidas, her school's shoe & apparel sponsor. This past weekend, Tuohy won both the 5K & 3K races at the NCAA Indoor Championships, as she continues to cement her legacy. In this episode, recorded in the first week of December, we provide a quick primer on the history the amateur vs professional arguments in distance running. In the 1970's, the legacies of Steve Prefontaine, Frank Shorter & Bill Rodgers transitioned the sport by ushering in a new era of professionalism. But the opportunity to make a living from sport has always been thwarted by the NCAA, where every athlete has been unpaid employee of shoe companies, television networks & athletic directors that truly own sports in America. This "stuckness" as I term it, has traditionally limited athletes - especially distance runners - opportunities to benefit from their success on the track. The new legislation - we argue - will be a huge opportunity for athletes to turn the tables.  Listen in as we delve deep into this topic & its role in social media, the attention economy, sponsorships & how we can expect the sport to change. Maybe it will, maybe it won't. But we are seeing seismic changes in the world of sponsorships & marketing - positive & negative- & how it impacts us all. Somewhere along the way we begin to focus on Atreyu & its marketing challenges & The Story of the Wasp. We delve into our favorite topics: "Steal the culture."; narratives & stories; style & soul; coming home. It's all here in this one, folks.