Sep 11, 2026 · 1 hr 35 min · 12 segments
George Heaton and Michael Heaton sit down for an honest, unfiltered conversation about building a brand from scratch, dealing with failure, staying hungry, money, success, creativity, training, family…
George HeatonGuest
Jake DeardenHostMichael HeatonGuest
yeah yeah i i find it i found it so fascinating like how the brand has just come to another level this year i think the one the collabs but two like just the quality of the gear we've just had four winter drop for 247 and obviously that's the stuff that i get my hands on and we've been testing and stuff like that and it's just levels above everything else and It shone through on the sell-through as well because how many people have bought the product? 500%
And like I said earlier, I don't want to talk about product and brand too much, but...
The team that we implemented a couple years ago, that's their work that's finally coming through, like real designers from Addy and Nike and people that have really been in the game for many years, not just me trying to draw a pair of shorts and put that into a performance line, like real performance designers that are creating product that stands the test of time and looks fucking incredible as well.
George, you're doing more of just how it fits and how it looks, I feel like, with the 247.
but anyway he's got a superb talent for making stuff functional which i think is something that in 247 has been missing for a bit is the the stuff and the gear looks incredible it looks better than anything else on the market but does it function for what it's actually needed does it yeah have the exact things that like for example if you're running a marathon does it have the right amount of gel pockets how does how does it sit when you actually run? Does the shot come up? Does it ride up or does it stay where it's meant to stay? And I think you've nailed that this time.
Yeah, there's a level of detail that's required to combine aesthetics and functionality.
Now, we're very good at aesthetics because we've grown up doing design work for so long.
But when you bring in performance functionality into that realm, that can ruin the aesthetics and the aesthetics can ruin the performance functionality.
So you've got to have a push and pull system that's in the middle of it has someone who can understand both aspects, what we want as designers, what performance athletes want for racing, putting them together and bringing them worlds to life is what Tom is best at.
yeah yeah i i find it i found it so fascinating like how the brand has just come to another level this year i think the one the collabs but two like just the quality of the gear we've just had four winter drop for 247 and obviously that's the stuff that i get my hands on and we've been testing and stuff like that and it's just levels above everything else and It shone through on the sell-through as well because how many people have bought the product? 500%
And like I said earlier, I don't want to talk about product and brand too much, but...
The team that we implemented a couple years ago, that's their work that's finally coming through, like real designers from Addy and Nike and people that have really been in the game for many years, not just me trying to draw a pair of shorts and put that into a performance line, like real performance designers that are creating product that stands the test of time and looks fucking incredible as well.
George, you're doing more of just how it fits and how it looks, I feel like, with the 247.
but anyway he's got a superb talent for making stuff functional which i think is something that in 247 has been missing for a bit is the the stuff and the gear looks incredible it looks better than anything else on the market but does it function for what it's actually needed does it yeah have the exact things that like for example if you're running a marathon does it have the right amount of gel pockets how does how does it sit when you actually run? Does the shot come up? Does it ride up or does it stay where it's meant to stay? And I think you've nailed that this time.
Yeah, there's a level of detail that's required to combine aesthetics and functionality.
Now, we're very good at aesthetics because we've grown up doing design work for so long.
But when you bring in performance functionality into that realm, that can ruin the aesthetics and the aesthetics can ruin the performance functionality.
So you've got to have a push and pull system that's in the middle of it has someone who can understand both aspects, what we want as designers, what performance athletes want for racing, putting them together and bringing them worlds to life is what Tom is best at.
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