So, I come from a small country and our best skateboarders are not up to par with the big companies' PROs - they get to flow level and that's it. But the Olympics provide an opportunity for them to achieve something impressive - being an Olympian.
So, our best skateboarder openly stated that going to the Olympics is his goal (he has been competing a lot his whole skate career). To be able to train, travel and compete, he needs sponsorship money, but big skateboarding companies won't give him a place on their team. His only option is to collect local sponsors, unrelated to skateboarding, which is also nothing new in skateboarding world.
But, what probably is new, is his DC hoodie (sponsored via distributor) with other sponsors' logos patches on it (think NASCAR). I'm not going to name him, since this is irrelevant - this could happen anywhere in the world, since big money is made by only a few top riders. I admire his ambition, but how will the skateboard community remember this shift and the skateboarders who did it first? Probably in bad taste.