"Today we go behind the scenes of the giant apparel brand Ethika best known for their underwear designs. Matt Cook, their CEO is here for the BIG Interview as part of our Big Boy 30 Series in 2024. Big Boy is celebrating 30 years in Radio all year long on air and on YouTube.

Matt Cook sits with Big Boy and takes us through the inception of Ethika and the many challenges along the way. Why did he keep on going while he was 5 million dollars in the hole before selling any real amount of underwear. 

How did he get out of the financial hole and create a worldwide brand through these difficulties? How does Ethika create a connection and relationships with athletes and brand ambassadors?

What does Matt mean when he says “We F@$ with you!?” Who were the first collabs with and how did they choose the sports to align with? When did hip hop become the genre Ethika was becoming a part of? Why was it so important for Ethika to align with the Rolling Loud Festival?

How did mixtapes become a part of the marketing strategy and how did they reach over 40 million streams? What’s the connection with Matt’s health concerns and his affinity for music? Why does Matt Cook and Ethika make such big investments in giving back to the community? 

Matt tells Big Boy about the “Lets Get Signed” program Ethika created which helps find and usher in up and coming artists. He also gives us a deep dive into what is next for Ethika and their connections with sports marketing. When and why did Matt Cook start working with country music star Morgan Wallen, Meek Mill, Rick Ross, Timbaland, Lil Wayne and others?"