It Just Did It

Big companies are jumping into the BMX world like gangbusters. Nike got on board just a few years ago, sponsoring a handful of the world's most cutting-edge riders, hosting worldwide jams, putting out a groundbreaking video, supporting BMX art shows and giving back to the sport by releasing a book dedicated to old-school BMX. More recently, Gatorade and Ballpark Franks have stepped into the picture. Come on—what could be better than riding bikes, drinking Gatorade and eating hot dogs? (Photo: Sandy Carson)