When I first heard about the lauching of a skateboard division at  Adidas , I felt pretty satisfied. After Nike SB & 6.0, Reebok and before them Converse (remember Kenny Anderson, Danny Supa) and now Puma that comes back in the industry with the Clyde, it seems quite legitimate to feel invaded by the sneaker's bosses . But let's leave this issue to Consolidated, the "keep It Real" seems far away. Anyway these brands are really cautious about their public image when entering these new markets, taking care about not to stifle the historical skateboarding companies (Vans, Etnies....), I would even say  they propose good gear that is part of our culture: The dunk with Nike, the Clyde with Puma and the gazelle with Adidas. Shoes we all wore during high school , so a good argument for all the nostalgics out there.
A few years ago, the rider was dressed like a rebel wearing large pants, XXXXXL shirts , fat shoes....
And as the skateboard image has a big impact on the public, this fashion spread in every single house. Now your typical skateboarder wears regular pants , sometimes tight , sweat cap American Apparel or H&M, and sport shoes everyday. The riders are dressed like everyone else , not always wearing skateboarding clothes. And that's where the big companies come in.