Is your favorite athlete a sellout? Depends on how you’re looking at it. If a skier or skater or snowboarder or surfer is good enough, people are going to want to use their likeness to move products. It’s inevitable. And athletes gotta get paid for that. So goes one of the oldest struggles in action sports: how to make money without alienating core fans.
In this older interview, Tony Hawk talks about that fine line. And admits he may have stepped over it at points in his career.