Why Cult Skate Brands Roll Past the Olympics

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.

Instead, many skaters wore kits from larger country-team sportswear sponsors like Asics and Adidas. While there were skaters competing in Vans sneakers, riding skateboards outfitted with wheels by heritage skate brands like Spitfire and wearing…