Just a fancy term all companies use these days toi try to get a loyalty vibe going. Think Apple

Paging Who-Dey

AKA they want to start trying to be a normal company. For years the Stern store had nothing to buy with their name on it, which is just dumb.
So now they're trying to fix that which makes sense.

The apparel section on the website now may get a little action going. Personally, I've never seen such a horrible collection of clothing since Ed Hardy polished Satan;s knob...but hey people loved that too.

Old dudes & Ringer T's DON'T mix!

My knees have a thick layer of callus covering them from decades in the game; knee pads are for newbs.

Well guys there's a reason johnny 12 pack isn't in the photos rubbing his fat gut and checking his blood pressure; global lifestyle brands aren't for the aged.
They're trying to grab the up and comers (skeet)

And 'Always,' '1941'...

Nothing new. People have always been the worst part.