It’s also given Paul’s brand the definition he sought.

When he sees a young woman in the spot going to State, he’s reminded of going to the state championship with his high school, Cleveland Benedictine. When he sees kids using blocking sleds and tackling dummies, or hears a coach say, “1, 2, 3—win!” in the huddle during the ad, he thinks about cherishing those own moments in his life. The ad’s overall message of kindness, communication, knowledge, understanding, and togetherness is what he’d like to associate with the brand, and he doesn’t see competitors looking to occupy those same spaces.

“Whether you’re in the yoga studio, pilates, basketball court, field hockey, soccer, baseball, all the way to your your boardroom, the office, the fire department, police department, helping somebody at a grocery store, a mechanic, being Klutch while doing whatever it is that you love to do,” Paul said. “You cannot tell me a brand that lives in that space. They’re not there, and so we have a real opportunity in front of us, and we plan to really develop it.”