Sports Marketing

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

Can U.S. skateboarding gold-medal favorite Nyjah Huston become a star—and will he be able to attract marketers beyond streetwear to the sport?Harry How/Getty Images
By David Kaplan

July 20, 2021

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.

David Kaplan

David is Adweek's Performance Marketing Editor and interim Brand Marketing Editor.

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