Skateboarding's Olympics Debut: Can Its Subculture Status Appeal to Brands Beyond Streetwear?

While Vans and Supreme are the sport’s mainstays, advertisers like Procter & Gamble are betting on athletes like Mariah Duran and Nyjah Huston achieving marketing stardom

Given this year’s enormously challenging circumstances, it’s clear that the Olympics needed an injection of excitement like the inclusion of skateboarding, not the other way around.