A Wider World Of Sports

Who needs the NBA anyway? Smaller sports are luring young viewers--and fresh advertising

He has lived the dream of the modern American athlete, turning pro straight out of high school, scoring a luxurious home in San Diego and becoming no-worries wealthy through the sport he loves. He has appeared in commercials for Mountain Dew, Gap, AT&T, Gatorade and milk, taking his place beside the white-mustached Pete Sampras and Cal Ripken Jr. But Tony Hawk isn't a tennis or baseball player. He's a professional skateboarder who spends his time in swimming pools. Empty swimming pools. Preferably lefthanded, kidney-shaped pools with lips of grindable concrete coping, perfect for landing nollie backside 180s, pulling fakie 540 kick-flip...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!