The first start of the Skateboarding Olympics: Can its sub-agricultural status appeal to brands beyond streetwear?

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The first start of the Skateboarding Olympics: Can its sub-agricultural status appeal to brands beyond streetwear?

Given the extremely difficult conditions this year, it is clear that the inclusion of skateboarding in the Olympics required an injection of enthusiasm, not the other way around. As one of the first five sports at the Tokyo Games makes its debut this week, the question is whether skateboarding – and its potential stars – will benefit from marketers’ attention. Skateboard …

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