We spent the morning with Graham Cobb as he made his usual (unusual for most CEO's) morning commute. He explained that meetings look a little different these days...an outdoor venue, a little more distance kept, but that won't stop business as usual in Bentonville.

Graham's an Arkansas native, someone who's had a lot of experience in different worlds of business. From restaurants to music, publishing to brand + culture building. He's no stranger to pivoting and persisting. He continues to push our area forward, and on a mountain bike no less. Calls, emails, even meetings are not abnormal on the trails in Northwest Arkansas.

He wear tested the newest color of our Down Shift Softshell on his commute through the woods.