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Why Cult Skate Brands Roll Past the Olympics

Despite skateboarding now being part of the Olympics, a number of influential skateboard brands like Supreme and Palace don’t bother marketing at the global event.
Olympic kit sponsorships for skateboarding can be tricky.
Olympic kit sponsorships for skateboarding can be tricky. (BoF Studio)

When the men’s park skateboarding finals took place at the Olympics yesterday, skaters like Keegan Palmer and Tom Schaar didn’t compete wearing cult skateboard brands like Supreme, Palace or Dime.

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Further Reading

Fashion’s Sports Obsession Is No Accident

The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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