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

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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.

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