This idea was rejected, but it lives in my heart forever. In 2018, DEW launched the campaign: “There’s No Feeling Like Doing.” I thought everyone should get that feeling for themselves, including an AI robot created and trained by DEW Nation social, and DEW athletes. The hope was to have the cyboard walk, talk, and shred (or fall a lot) as only DEW Nation could. It made it more rounds than I thought it would, especially given that AI was relatively “new.”