Fang, who made his name writing songs with a distinctively Chinese flavor, became the brand's creative director, while Chou, already an established music and film star and aspiring sports shoe entrepreneur, had to minimize his involvement due to already being contracted to endorse other brands. Nevertheless, Chou's part in the company is evident from it sharing the same English name as him.
如今理念付諸行動，以中國風創作聞名的作詞家方文山擔任「這也」創意總監，而事業版圖跨足音樂、電影、運動鞋等諸多產業的周杰倫，則因代言其他廠牌服飾必須淡出，但事實上他已留名「這也」──「這也」品牌名就是周杰倫英文名字「Jay」變身中文的結果。