As athletic shoe companies, fashion magazines, and the olympics are all trying to grab their piece of skateboarding i'm not worried about skateboarding at all. Your favorite brand, your local shop, your favorite skater... i'd be worried for them, but not for skateboarding. Skateboarding will be just fine. For every jock Koston there's a toothless Andy Roy balancing it all out. Skateboarding is an untamable wild animal that will never be successfully caged, but it is also a cannibal that will never reach a point of unity.
Skateboarding lives in dog years. In 1 Earth calendar year, skateboarding has already lived 7 years. By the time the magazine cover with the skater wearing white sneakers has been delivered, black suede is already the look. As soon as games of SKATE rules establish no tricks where you put a foot on the ground, everyone's insta part has no-complies. Remember 3 years ago when that local hero did that thing down that rail? No. Because 2 new generations of skaters have started skating, that spot's a total bust now, 3 new parks have been built in the state, and 5 DIY spots have been demolished. Anything lasting 10 years in skateboarding is comparable to 70 years in any other setting - it has far exceeded it's life expectancy. That popular company that the local skate shop couldn't keep in stock 4 years ago is now out of business.
What makes skateboarding so great is also what makes it cannibalistic and self destructive: that unyielding sense of independence. The attitude that draws us all in to this creative art-form where all we need is ourselves and a board also leads to situations like now with everyone thinking they want their own deck company. So the market is inundated with countless board brands all fighting for the same sized community. Smaller pieces of pie means smaller profits for most, pros making less off signature decks, less company profits to put back into skateboarding like contributing to local parks and events and videos. Skateboarding blows itself up, and before the smoke has cleared there's already a new plant growing up through the cracks in the pavement.
So i'm not worried about skateboarding. It can take care of itself. The olympics occur once every 28 skateboard years. The athletic companies' deep pockets only have a finite amount of money - but skateboarding's creativity is endless.