From Hype Beast and Hype Radio, I am Jeff Staples, and this is the business of hype.

A show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

Today's guest is one of the greatest skateboarders of all.

You know what?

Back up.

He's one of the greatest athletes of all time. Period.

Full stop. Skaters have the reputation of being slackers, losers, and kids who don't have any

ambition or vision. But I know different. I've had the honor of being able to see the inner

workings of Nike SB's headquarters, which is Nike's skateboarding division in the company.

And they treat skateboarders the same way they treat basketball players and runners.

And if you've ever had the opportunity to see a slow motion video of a kickflip, you'll understand

what I mean. It seems physically impossible. Now, don't get me wrong, there are plenty of skateboarders that play that part.

They hustle for decades, snag a few sponsors, finally get some checks,

and finally live out their dreams.

And then boom, they blow it all away.

Today's guest is definitely not that.

You will never hear him say this, so I'm going to say it for him. He is the

Michael Jordan of the sport. And while Tony Hawk is out there doing 720s in stadiums with a helmet

and knee pads on, our guest this week stays in the streets and parks that raised him. He's either

rocking Supreme or his own brand numbers or his very own signature

Nikes. He's real, relatable, yet godly with the skills. He's helped pioneer the sport and

elevated to new levels both physically and financially, and he's been doing it consistently

...