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Hello, communicators:

Among the unprecedented circumstances surrounding this year’s summer Olympics in Tokyo, it might be easy to ignore that this is the first year for skateboarding as an Olympic sport. And with the introduction of this new category comes an inevitable onslaught of skater-centric sponsors and marketing campaigns.

Monster Energy, a beverage brand known for its association with “extreme” sports and gaming industries, has partnered with Nyjah Huston, the world’s top-ranked street skateboarder who will represent the U.S. at the Olympics, for a mini-documentary chronicling Huston’s work and career in skateboarding:

https://www.youtube.com/watch?v=mH8bvYlFMTk

“What people remember you for is the video parts you put out. The way you push the limits in skateboarding. What you did on what spots,” Huston says about his sponsored appearances in a Monster energy blogpost.