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Watch the trailer for "Nasty's World," the documentary profiling Vans-sponsored BMX champion, Cory "Nasty" Nastazio. Nasty is one of the new generation of small-name endorsers, sponsored with the hope that the grassroots respect and credibility they earn will permeate the brand. These new figures are positioned as real people, close-to-the ground, far from pop-icons. When off the course, they're usually depicted in their suburban neighborhoods with friends or parents.
Nasty's World Trailer

Less expensive than traditional professional athlete endorsers, and capable of projecting a more raw and authentic attitude, this new breed of brand-sponsored skater/snowboarder/BMX personalities is growing in number and importance. In this alternative space, the potential value of any particular sponsorship personality is harder to forecast than with expensive big-league stars, opening a longshot bet, low-capital landscape where smaller, challenger brands really can be competitive.
Bios of Vans-sponsored skaters

Nike sees the potential threat of the growing skate-image popularity to their precious basketball shoe market share. Analysts estimate that only 20 percent of athletic shoes are bought for sport or exercise. The other 80 percent are "lifestyle" purchases, which basically means the consumers simply want to identify themselves with that particular sport/style/brand image rather than take part in the sport. As many young subcultures are shifting their loyalties away from big name companies and athlete idols, Nike has preemptively positioned its "nike skateboarding" sub-brand. Definitely check out their site at http://www.nike.com/nikeskateboarding/v1/index_flash.html and note the positioning of the sponsored skaters in the 'riders' section.