Streetwear brand Supreme has ended a significant sponsorship with well-known professional skateboarders, leading to the spread of damaging rumors about the split.
Tyshawn Jones, a 26-year-old professional skater from the Bronx often regarded as a leading talent in the sport, not only jeopardizes a million-dollar contract but also brings to a close a 13-year association with the brand; he believes this may jeopardize his burgeoning career.
“I’m disappointed it has come to this, but I owe it to myself and my career, as well as the next generation of skateboarders, to take a stand,” Jones shared on Monday.
He added, “Supreme’s growth has been significantly influenced by young talents, and these contributions should be honored.”
Jones, who is labeled by many as the “Michael Jordan of skateboarding,” became notable for his impressive skills throughout New York City, securing sponsorship deals as early as age 13.
After Supreme terminated its contract with him last September—reportedly to streamline expenses—other brands have also started distancing themselves from Jones, according to a lawsuit he filed in Manhattan Supreme Court.
Supreme claims that Jones “drived away” due to a breach of agreement, alleging he violated their terms. However, they had not raised concerns previously about similar matters.
The lawsuit argues that this termination serves as a pretext for cutting costs and claims their accusations against him are wildly exaggerated and false.
Jones, who began skating at 10 and gained fame in niche sports, landed a signature adidas shoe in 2019. He was named “Skater of the Year” by Thrasher Magazine in both 2018 and 2022, which is one of the industry’s highest honors.
His long-standing partnership with Supreme, which started when he was just 13, is highlighted in his lawsuit.
Jones was informed in September that the lucrative deal would end, despite having 15 months remaining on his contract that paid him $1 million per year.
The lawsuit references a photo shoot from August 2024, where Jones wore Marc Jacobs clothing, claiming this was a severe violation of his contract.
For Jones, this was unexpected, as he had engaged in similar modeling opportunities for years. He has recently been associated with high-profile brands like Balenciaga, Bottega Veneta, Louis Vuitton, and appeared in a Tiffany & Co. global campaign in 2022.
After the breakup of their partnership, Jones alleges he learned that Supreme was attempting to tarnish his reputation.
Through industry contacts, he heard that Supreme was spreading negative narratives about him, with one photographer claiming he was told during Paris Fashion Week that “we don’t do business together” in reference to Jones.
The CEO allegedly communicated to others in the skateboarding and fashion industries that Jones’ sponsorship needed to end.
The lawsuit contends that rumors about Jones are spreading across skateboarding, fashion, and apparel markets.
Supreme has not commented on the issue.
Jones is pursuing $1.25 million that he claims remains owed from his contract, along with up to $25 million in damages for the alleged misconduct against him. He aims to prevent similar companies from harming young athletes in the name of profit.
