Support what you like, but don't kid yourself Nike or Adidas as a whole doesn't care about skateboarding, a select few employees do and when their "team" doesn't make sales projections anymore them and the team will be on the unemployment line.
I like Adidas and have two pairs, I also like I Path but have heard from many good sources that the owner is a greedy lawyer only out for the money, is that true I don't know. Vox is rad, but I was told they have backing from a Koren business is this true? I don't know. Vans, any one remember the crap they where putting out in the mid 90's? I have also heard that DVS, Etnies, Osiris, Globe, DC all pay their non skate riders(wake boarders, motocross, surf etc..)more then the skaters who made their names for them, is it true?
But there is still a lot of small skate companies to support, and I do agree with Birdo about the large sport stores getting a huge discount on products while real skate shops don't I think that is wrong and should be stopped.