🧑‍🚀 “Ryan Reynolds did the Astronomer Ad” — His secret ad agency. Ty Haney’s Outdoor Voices boomerang. Huuuuge Trade Deal Week.

0:28This is Nick. The answer? Because Ryan Reynolds has a secret, mysterious ad agency. That's how. And we'll tell you about it. For our second story, the trade war is beginning the most important week of the year. And we just signed a deal with the European Union. So what is Trump's new negotiating strategy? It's two words. Pain tolerance. And our third and final story. Outdoor Voices, the disruptive athleisure brand, has been struggling for a few years now. But Outdoor Voices just deleted all their social media posts. And they did it because they're bringing back their founder. Ty Haney. Yep, the O-G-O-V.

1:04Uh-huh. Is back. Is back, baby. But yet is before we hit that wonderful mix of stories. Whoa, what a mix of stories for a T-Boy Tuesday. Love the mix, Jack. Yesterday, we asked you a trivia question. What kid's product has been banned and then unbanned more than any other product? It was banned in San Francisco, Philadelphia, and the entire nation of Norway. And yet now it is seen all over those places. The answer isn't the trampoline or the slingshot. Although great guesses, Yetis. Great guesses. Love those. Those were good guesses. The answer is the skateboard. The skateboard. The skateboard.

1:37It is the most countercultural product ever created. The whole skateboarding industry was banned by police departments seemingly everywhere. And yet 70 years later, here we are. Skateboarding is now an Olympic sport. The skateboard is our latest episode of our weekly show, The Best Idea Yet. Because the skateboard transcends trademarks. It actually went viral thanks to a dozen different innovators. From the Santa Monica lifeguard who invented it during his off time. To the woman who made it mainstream on the cover of Time Magazine. All the way to Tony Hawk, who actually made the most money in skateboarding thanks to that video game, Tony Hawk Skateboarder.

2:13Tony Hawk making more money on the video games than the actual boards. And Nick and I realized that getting banned is actually the best thing that ever happened at the skateboard. Which feels like a life lesson your parents don't want us to tell you about. So check out the latest episode of The Best Idea Yet. We got a link in the episode description. But in the meantime, Jack, today's T-Boy is fantastic. What do you say we hit these three stories? Check out my ollie. I'm ollieing right now. Kickflip. You're just going to have to trust me. You know, you're not wearing a helmet, Jack. There are kids listening right now.

2:43Come on. Hey, Siri, order me some elbow pads and wrist guards. That's a wrist guard. The wrist guards. The numbshuggy wrist guards. Fifteen years before this song, two boys from the Northeast met in the dawn. They had an idea to cause a cultural storm. It's the best one yet, but the best is the norm. Jack Nick, that's it. I don't even think they need to practice. 50%, that's a fat tip. T-Boy City on your at list. If you know, you know, cause we ready to go. We can't wait no more, so just start the show.

3:15Start the show. First, a quick word from our sponsor.

3:26Monarch. Yeah, it is. You know my first money lesson? It was where to put our lemonade stand. I was wondering, it was on the Upper East Side. Do we do it on Lexington Avenue or Park Avenue? Wait a second. New York City has lemonade stands on the sidewalk? They didn't. We were pioneers, Jack. Lexington Avenue is more commercial. Park is more residential. So what did we learn, Jack? Families are willing to pay more for lemonade. So you set it up on Park. Yeah, we did it on Park. Besties, no one gives you financial lessons in life. You end up figuring most of it out as you grow up. But we love Monarch because it's like a financial advisor in your pocket.

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4:19Yeah, because we pioneered it for him, Jack Restes. Write your own story with Monarch. Use code TBOY at Monarch.com to get your first year of Monarch Core half off at just 50 bucks. It's 50 % off your first year at Monarch.com with code TBOY. IM8 health. Yeah, and you ever look in a mirror and think, hey, who is that? Why are they staring at me? Well, that's you because it's a mirror. And before you start taking IM8, that's kind of a weird mistake they'd actually make. Wait, I definitely think IM8 is helping me, but I don't know if it makes me wonder who's looking at me in the mirror. Well, Jack, that is why we take IM8, the one daily supplement that supplies your whole supplement routine once and for all.

4:56IM8 has been fantastic because it replaces 16 supplements in one daily drink. Co-founded by David Beckham and built by leading doctors and researchers, 95 % of people who tried it for 12 weeks felt more energy. And that's from a clinical trial conducted by the San Francisco Research Institute. We take IM8 daily, so should you, besties. And we're no longer surprised when we look at the mirror. So go to im8health.com slash tboy right now or click on the link in the description of this episode. Use code tboy for a free welcome kit, five free travel sachets, plus 10 % off your order. That's code tboy at im8health.com slash tboy.

5:28Code tboy at im8health.com slash tboy. Disclaimer, these statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Ladies, happy schvitz season to all those who celebrate. I walked to the mailbox the other day. I arrived. The envelopes were damp. No, I wasn't swimming in a lake, Jack. I was just on the subway. So on days we sweat, and sometimes on days we don't, we pour a liquid IV stick into our water. Liquid IV. We've got enough of this hydration formula in the T-boy studio. We may drown in the stuff.

5:59Because liquid IV is more hydrating than old school H2O and tastes way better. Plus, liquid IV is three times the electrolytes of the leading sports drink. There are so many good flavors, but right now, it's the sugar-free lychee. Yeah, we're in our sugar-free lychee era, aren't we, Jack? It has this ripe, lychee flavor with a smooth, floral, candy-sweet, tropical finish. Tastes like it's a 70-degree and sunny day, not 12 ,000 % humidity. Liquid IV is a scientifically formulated stick of hydration plus eight vitamins and nutrients. Maybe you're mid-pickle bra break. Maybe you're just trodden back from Pilates.

6:28Or maybe you're heading into a podcast recording and need to make it the best one yet. So take Liquid IV with you and take advantage of this special deal. Shop now on liquidiv.com and use promo code 2026TBOY for 20 % off your first order. 20 % off your first order when you go to liquidiv.com and use code 2026, T-Boy.

6:48For our first story, the Coldplay Affair just hit another level as astronomer, hired Gwyneth Paltrow to be their spokesperson. But the real story here is who's behind it all, Ryan Reynolds and his mysterious ad agency. All right, all of those are terms we never thought we'd say in the same sentence, But well, here we are, Jack. Here we are. But first, what happened a couple weeks ago, it's officially got a name. Coldplaygate. Yeah. The CEO. The CEO and head of HR who had an affair and got outed by Chris Martin at a concert. Now, having those two executives canoodling turned out to be fantastic brand awareness for the company they worked for.

7:28Astronomer is the meme of the year. Yeah. And after 22 ,000 articles written about it, Astronomer is now the best known data startup on Earth. Name me another data startup, Nick. Advertising's what you pay for. Publicity's what you pray for. Well, now the embroiled company behind the scandal has moved from defense to offense. Get this. Last weekend, Astronomer hired Gwyneth Paltrow as their spokesperson on a very limited, quote unquote, basis. On a very temporary basis, is what Gwyneth said. She put out a video that totally ignores the scandal. Instead, in a really funny way, it just talks about what Astronomer actually does, like the company.

8:05And we see the punchline here, right, Jack? Jack, like maybe we should sprinkle on some context. Yeah, Gwyneth was married to Chris Martin from Coldplay. Right, right. So the partnership with Gwyneth is a clever wink at the whole affair situation. Well, yeah, it is. After just 48 hours, now Gwyneth Paltrow's video for Astronomer has gone viral as well. Which refocuses all the attention onto Astronomer, the company, not their ex-CEO. But besties, here's what Jack and I find fascinating about this story. It's a wild layer that no one else is talking about. Actually, Jack, it's a person no one is talking about.

8:40And who is that? Ryan Reynolds. Ryan Reynolds. Because this new astronomer ad with Gwyneth Paltrow was actually produced by Ryan Reynolds' ad agency. That's right. The actor that you know as Deadpool also owns a soccer club, an F1 racing team, Mint Wireless Mobile, aviation gin and an advertising agency. An ad agency called Maximum Effort. They only work with 11 different clients and the website is so stealthy, it feels like it's out of the CIA. We weren't even sure it was real. But despite their short client list and the limited work that they take on, you've definitely seen one of their commercials.

9:19For example, remember the Peloton wife from a few years ago? She was really nervous about doing her first Peloton and like selfie the whole experience in it. Yeah. It was like a traditional way of showing women that like just didn't work. It got panned as outdated. Yeah. Well, Ryan Reynolds's ad agency got her in an ad for aviation gin mocking Peloton just one week later. And that video went viral because it was so perfectly timed and ripped on Peloton so perfectly. Okay. Here's another way you've seen Ryan Reynolds's ad agency before. Remember when Mr. Big died on Sex and the City while riding a Peloton?

9:55He got a heart attack. Well, Peloton hired Ryan Reynolds' ad agency, Maximum Effort, to respond in the moment. And just 48 hours after that Sex and the City episode, Peloton put out their own commercial featuring Mr. Big, who declared proudly, I am alive. That show was fictional. I love my Peloton. Ryan Reynolds' ad agency is just jumping into the cultural zeitgeist at a speed that would dust David Ogilvie. Nick, by the time Don Draper lights a cigarette, Ryan Reynolds' agency has already made three TV commercials. They're that fast. Saatchi and Saatchi lost their third Saatchi before Ryan Reynolds could pull this off.

10:35Jack, what's the takeaway for our buddies over in advertising? A new industry has emerged, fastvertising. Yetis, right now, the advertising industry is split on a spectrum of two extremes. On the one side is agency marketing, which takes longer but looks really polished and legit. On the other side is influencer marketing, which moves much faster but can look too raw for a big brand. Well, Ryan Reynolds' feat is creating a third option. That's the key value proposition of both those. Speed, but also quality. The TV-ready polish of an ad agency, but the edge and timeliness of influencers. It's a new marketing concept called fastvertising.

11:14The speed of social media, but with the look of a Super Bowl spot. How's he do it? Well, Ryan has industry connections to get top talent ASAP. But Jack, he also has the cred to say to the client, Hey, ditch the client review. Just trust us. We can post this thing in just 24 hours. And 24 hours is important because just like in sports, in the attention economy, speed kills. You need to act now. In fact, Jack and I estimate that every day after an event, it becomes 10 % less relevant. We don't have data to back that up, but... Just trust us. It's a gut feeling. And yes, it's compounding interest.

11:47Now the result, when you add all this up, is a new concept, fastvertising. And it's Ryan Reynolds' latest creation.

11:59For our second story, this Friday, August 1st, is President Trump's super big, absolutely final, no exceptions, trade deal deadline. Well, the U.S. just snagged the trade deal with Europe, and it reveals Trump's Trump card. Yetis, Trump's second presidency has been about picking fights. And we've noticed, and this isn't a political observation, this is just the reality, a template has emerged to end those flights. For CEOs, the template is to donate to Trump's inauguration. For news agencies, the template is to donate to the presidential library. For law firms to end their fight with Trump, The template is to offer millions of dollars in free work for conservative causes.

12:40For universities, the template is to pay a big headline settlement and end DEI policies. And for countries, a template is emerging in the past week to end trade fights. And here it is. Accept unequal trade terms and give Trump money. Exhibits A and B are Japan and the European Union, which both just announced similar trade deals with the U.S. in just the past five days. Here's the summary of the two trade deals. Most things Americans buy from Japan and the EU will be taxed 15%. But the stuff that the Japanese and Europeans buy from us Americans will not be taxed. So Japan's sushi and Italy's olive oil, a 15 % tariff.

13:22But our beef and our bourbon, well, that is not facing a tariff in Europe. So in that sense, Trump won this trade deal. He got the U.S. better terms than the Europeans or the Japanese. But Jack, as our English teacher taught us, we should point out that the word winner is relative here. Because those 15 % taxes on Italy's olive oil and Japan's sushi, we pay those taxes, and the prices of those things will rise because of them. And the tax revenues that America generates from these tariffs won't actually make up for the cost of the tariffs. Tariffs are just economically inefficient, like taxes in general are.

13:57So Jack, we should point out there were some other details here in the trade deal. what else did Europe and Japan agree to this week? Each of them agreed to spend nearly half a trillion dollars on American things. Japan is giving Trump a$600 billion fund to invest in America as he pleases with no timeline and like no strings attached. And the European Union is pledging to buy U.S. natural gas instead of Russian natural gas. But we should point out that transition was already happening. So those are the deals. But besties, if we just pause the pod for a sec and look at our calendars right now. I mean, wild situation, Jack.

14:3615 % tariffs on Europe and 15 % tariffs on Japan? I mean, if that had been announced back in April when the trade war kicked off, we'd all be panicking right now. These are giant tariffs. But compared to the huge tariffs actually announced on Liberation Day back in April, 15 % feels kind of timid. That's right. Wall Street's been re-anchored and now become comfortable with tariffs. At least for now, they're just glad the trade war isn't escalating. So Friday, August 1st is T-Day, the deadline to reach deals with two dozen other countries, or else Trump is going to triple or double the tariffs.

15:10So Jack, what's the takeaway for our buddies who are everyone watching the trade war? As one EU diplomat put it, Trump worked out exactly where our pain threshold is. Yeti's interesting thing. The front pages of the European newspapers yesterday were livid. They were accusing leaders of caving to Trump's bullying. Germany and France's prime ministers called yesterday a dark day that will bring considerable damage to both Europe, the United States, and the whole world. By accepting inferior trade terms, both Europe and Japan are giving Trump the trade war victory that he seeks. And why are they doing it?

15:47Well, their economies are weaker than ours. That's why. Japan and the EU are more vulnerable to trade war pain than the United States is. Deals come down to that simplicity. Those countries, they need access to the U.S. market more than we need access to theirs. So they were willing to accept inferior terms. Or as one European diplomat put it, Trump worked out exactly where our pain threshold is. Now, a quick word from our sponsor. This episode is brought to you by Bill, the intelligent finance platform that helps businesses scale with proven results. Yet he's paying and getting paid? That is a pain for small and medium-sized businesses.

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17:31I'm actually fact-checking that math with Christopher Nolan right now. Yeah, we got to double-check that. But that is definitely how NetSuite Next works, because the next leap in how business gets done is by sticking AI into everything you do. NetSuite by Oracle helps you do that. It automatically surfaces custom insights because their AI has the context of all your business data. AI agents work with you to solve daily problems, saving you time and money. And anytime you have a question, you just ask them like they're your colleagues. So besties, if you aren't sure how to use AI for your company, this is honestly the perfect place for you to start.

17:59NetSuite. And once you use it, it'll feel like time travel with Michael J. Fox. In a good way. So yeah, it is for the first time ever you can try NetSuite Next for free. If your revenues are at least in the seven figures, go to netsuite.ai slash tboy. Built for every industry, ready for every boardroom. Netsuite.ai slash tboy. For our third and final story, Outdoor Voices, the fallen athleisure icon, just brought back its founder after five years. Ty Haney has returned. But the new Outdoor Voices won't look like the old. No, it won't. And that's precisely the point. All right, Eddie's fun fact and full disclosure here.

18:38Our first ever advertiser of our company, who was it, Jack? Outdoor Voices. It was Outdoor Voices. We accepted a few items of merch as compensation. Yeah, we gave it away for free. And dude, that merch, I still have it. When we went on the run in Chicago before the show, which by the way, by the way, Yetis, Jack stopped us every mile to like, look at the architecture because he needed a break. But Yetis, back to our story. The first athleisure company to put a brand before biceps was Outdoor Voices. Founded in 2013 by a 23-year-old woman named Ty Haney, a graduate of the Parsons School of Design.

19:13And here was her differentiator from Nike, Lululemon, and Under Armour. Outdoor Voices would be the only athletic company that didn't focus on performance. Instead, they focused on community. They organized run clubs early and pledged empathy over aspiration. Outdoor Voices moved to Austin before moving to Austin was cool. Yeah, and they're doing things hat. You've seen it because it became a lifestyle statement. The result? Cool kids rocked OV instead of Lulu or Nike. So at Outdoor Voices peak around 2019, they had nine stores, 38 million in revenue and a$110 million valuation. Everything was fantastic except, yeah, Jack, the company was very unprofitable.

19:53So then, like several millennial girl bosses, Ty got taken down from inside her own company. It was the 2010s girl boss breakdown. Glossier, The Wing, Away. Media companies were writing takedowns of female founders. We saw it happen. Here was the pattern. Nick and I read a bunch of these. A reporter would speak to former employees of the company, then publish a hit piece on the company that was critical of the female founder's management style. But we should point out there was real tension inside of Outdoor Voices. It wasn't just a gender thing. There was actually a generational tension at the company.

20:26Here's the breakdown. On one side, you had the old school board led by baby boomer Mickey Drexler, famous for J.Crew and Gap. He was frustrated that sales were doubling at the company, and yet they were losing tons of money. Meanwhile, Ty, the founder, found all this legacy experience to be crowding the company. But by raising outside money, Ty lost control of her company. So she got fired by the board in 2020. And since then, Outdoor Voices has stopped doing things. They shut all their stores, they lost their style, and they sold the company to private equity. Now besties, Jack and I, while working out in our Outdoor Voices hoodies, thought the brand was dead, the company was gone until this week.

21:09The PE firm invited Ty Haney to come back to the company. We need you, Ty. You're our only hope. Which is kind of a shocking move for a private equity company to do. So the news is that O.V. is literally going founder mode again. Ty Haney is back as founder, partner, and co-owner to breathe second life back into her athleisure brand. So Jack, what's the takeaway for our buddies over at Outdoor Voices? In order to go backward, you must go forward. Yeah, it is. Ty is the latest boomerang CEO to return to a company. Whitney Wolf heard she's doing the same thing to save Bumble the dating app right now.

21:46But Ty isn't going back to the old OV from five years ago, business as usual. Right. She's gonna do things different. Here's what we found fascinating. Outdoor Voices is still gonna be rooted in the same ethos of doing things, but the product and brand are going to look different. She described it as more bold, confident, and sexy. She doesn't want to do what already exists. Yes, some of their cult classic products are going to stay, like the Cloud Knit Leggings, but the rest, it's going to change. The font, the logo, the color palette, they'll all look different. They even wiped clean the entire Outdoor Voices Instagram to eliminate the past.

22:19It's hard to acknowledge, but they realize they can't go back to the old. The old O.V. failed. To go back, there must be something new with it. Ty Haney's boomerang to returning to Outdoor Voices, it could bring it back to glory, but only by going forward. Going backwards by going forward to go forward.

22:44Jack, could you, I'm sorry. Do you need a break from our run? Are you good to go? I don't run much these days. I noticed. Yeah. So that four mile run before a live show, you were asking me a lot, man. Just kidding. I picked the route. I picked the route. So Jack, what's the takeaways? Actually, I'm sorry. What's the takeaways for T-Boy Tuesday? Astronomer lost its CEO in the Coldplay affair, but has retaken the narrative with Gwyneth Paltrow. It's all thanks to Ryan Reynolds Ad Agency and their new concept, Fastvertising. For our second story, Europe and Japan announced similar trade deals with the U.S.

23:2115 % tariffs, and they're also paying America a bunch of money. It's a template. With Trump's tea day coming this Friday, he's searching for countries' pain points. And our third and final story, Ty Haney has returned to revive her beloved recreation brand, Outdoor Voices. But she can't go back to the old without bringing something new. But yetis, this pod's not over yet. Here's what else you need to know today. First, a huge week of econ news. You're going to want to mark your calendars with a big fat Sharpie that also smells like your Jamie Dimon. First, we have earnings this week from Starbucks, Meta, Microsoft, Robinhood, Spotify, and one quarter of the S &P 500.

24:02Then on Wednesday, federal reserve officials will announce a new interest rate policy. The big question, will Powell buckle to Trump's pressure to lower rates? And then on Friday, we get a jobs report, plus Trump's global trade war deadline. Like we said, huge week. And second, one of the biggest Bitcoin whales just made a splash, selling$9 billion of Bitcoin all over the weekend. Someone, some anonymous holder, held 80 ,000 Bitcoins for over a decade. Wow. That is 0.4 % of the entire supply. And that's a lot of discipline. Plus, they just sold that$9 billion all at once. That way out made a splash.

24:42It was such a big sell order, it caused Bitcoin to fall 5 % in just minutes. And finally, Mercedes-Benz has added, one sec, I'm double checking my notes here, a strange feature, Microsoft Teams. The newest Mercedes-Benz lets you interact with Microsoft Teams' AI co-pilot. That's right. You can now take a conference call while speeding 120 miles per hour down the Autobahn and also be slacking through Teams. We don't use Teams, so I don't know how it works. It's not Siri. It's not Alexa. What's the voice command? Is it co-pilot? I think it's high boss. Mercedes has just ruined the work-life balance of commuters everywhere.

25:23Very corporate move by Mercedes. Now time for the best fact yet This one whipped up by Jack and I Because we saw it over the weekend And we just had to tell you about it You can now Venmo the U.S. government To help pay down our national debt That's right, the Treasury Department Now accepts Venmo to pay down the deficit It's a program on the Treasury's website Called Gifts to Reduce the Public Debt Yeah, we jumped in T-Boy style Hilarious website It's pay.gov It's actually been hiding there for like a year So if you're feeling charitable and want to pay more than your fair share of taxes, here you go.

25:56You can Venmo the government 50 bucks to help chip away at our$37 trillion of debt. I mean, Jack, the only question here is like, what emoji are you going with after you Venmo the Treasury Department? Bald eagle to reflect patriotism. Maybe the scared face, 37 trillion bucks. Actually, Jack, just do a pizza and it messes with everybody. Can you Venmo request the Treasury?

26:20Yetis, you look fantastic today. Hey, Jack, you are glowing over there. And what should the Yetis check out next now that they're done the T-boy? The origin story of the skateboard. It's wild. It's entertaining. It got banned. That was the best thing that happened to the skateboard. Also, who doesn't remember where they were when Tony Hawk landed his first 900? Your mom doesn't want you to listen to this episode. That won't stop you. Link in episode description. And Nick and I will see you tomorrow. Jack and I will see you there. Bring your helmet. Bring your helmet.

26:55And before we go, a shout out to Sports World, specifically Tony at Sports World, who helped customize the White Sox and Chicago Cubs jerseys that Jack and I wore on stage at our live show in Chicago. Tony, I freaking love this jersey. Thank you for the logistics. And Daniel Wilkinson and Casey Longstreth are officially engaged in New Zealand. Guys, congrats. Let's see some ring picks. Happy one-year anniversary to Abdul and Hafia in upstate New York. And Daniel Briscoe, happy birthday down in lovely Louisville, Kentucky. Happy 24th birthday to Joe Hauer of Milwaukee, Wisconsin, the youngest and strongest of all the Howers.

27:31It's true. And Katie Borders, happy 22nd birthday, celebrating and enjoying life down in Key Largo, Florida. And happy birthday to Raj Gupta in Clarksville, Maryland. Also, Jack, some belated birthdays we missed last week during our live show. Willapucci, happy second birthday down in Canton, Ohio. Congratulations. And happy birthday to Kaylee Fish in Wheeling, Illinois. And Clay Davidson from Huntsville, Alabama is a newborn and their first podcast, boom, it's T-Boy. Makes sense. And happy birthday to Jamarian Brantley in Pensacola, Florida. Retired and loving everything. This is Jack. I own stock of Bumble.

28:08Nick own stock of Lululemon and Nike. and Nick and I both own stock of Peloton, Robinhood, Spotify, and we own some Bitcoin, and we own ETFs of the S &P 500. A Bitcoin named Ben. Nature raised farms. Yetis, you walk into the grocery store, excited to cross off your list. That empty shopping cart is an ocean of opportunity. Then you get to aisle six and it hits you. Oh boy. Choice paralysis. Yes, we whipped up takeaways about this on the pod. Too many options. It's like a game of chicken. Do I go with that chicken or that chicken? Yeah, the irony of having so many chickens to choose from, you cannot choose.

28:41This one's raised on a farm. This one's raised on a prairie. Is this range-free or cage-free? Choice paralysis of all these options. It makes us feel dumber. So Nature Raised Farms is built on the simple belief that food shouldn't be complicated. Especially chicken. Definitely shouldn't be complicated. But the freezer aisle, it makes it that way. Too many options, too many additives, a lot of random compromises. But Nature Raised Farms chicken is free from gluten, dairy, and soy. Made with no seed oils or artificial ingredients, you know what you're getting. So you can make a simple decision. get on with your day without stressing about the chicken parm recipe.

29:09Because that recipe, it's really simple, and so should be your chicken. Nature is farms. It's built on a simple belief. Food shouldn't be complicated.