BEHIND THE STITCH: ALANI
June 21, 2024
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Tyshawn Jones, one of the most prominent figures in skateboarding, is making headlines after filing a $26 million lawsuit against Supreme, accusing the streetwear giant of a breach of contract and defamation. Known for his exceptional talent and his status as a two-time Thrasher Skater of the Year, Jones has long been a central figure in Supreme’s skate team. The lawsuit stems from an alleged termination of his contract in September 2024, just months after it had been renewed in February of the same year. The contract was worth $1 million annually and was slated to last until December 2025.
According to Jones, Supreme abruptly severed their relationship, citing what they described as an “incurable breach.” This was in reference to a photoshoot in which Jones appeared wearing a “Superman” sweater from a Marc Jacobs collection, which he claims was never a point of contention before. Supreme had previously supported his involvement with luxury brands such as Louis Vuitton and Tiffany & Co., leaving Jones confused and frustrated by what he perceived as an unjustifiable decision.
At the heart of Jones’s allegations is the claim that Supreme’s decision was not only financially motivated but also part of a larger strategy to reduce costs ahead of its sale to eyewear conglomerate EssilorLuxottica in October 2024. The skateboarder believes that his dismissal was strategically timed to avoid paying him the remaining $1.25 million on his contract and to withhold stock options that would have vested upon the company’s acquisition. The legal action goes beyond contractual disputes, with Jones accusing Supreme of defamation. He alleges that the brand spread false and damaging narratives about his professionalism, labeling him a liability and a risk to future business partners. These allegations, Jones argues, have led to significant reputational harm, with other brands distancing themselves from him and effectively halting potential collaborations and endorsement deals.
Jones is now seeking a total of $26 million in damages, which includes $1.25 million for unpaid earnings and an additional $25 million for the damage done to his career. Jones frames this lawsuit not just as a personal battle but as a larger fight to protect young athletes and influencers from mistreatment by powerful brands in the skateboarding and fashion industries. The case has attracted widespread attention, particularly within skateboarding and streetwear communities, where it raises serious questions about how brands treat their endorsed athletes and the long-term impact such decisions can have on their careers.
As the lawsuit progresses, it could set a crucial precedent for future endorsement agreements, with Jones’s case potentially becoming a landmark in how the industry handles such disputes. The outcome will certainly have far-reaching implications for both skateboarding culture and the fashion world, particularly as brands continue to rely on high-profile influencers and athletes to drive their marketing strategies.
Despite the gravity of the allegations, Supreme has yet to publicly respond, leaving the skateboarding world on edge about the future of the brand’s relationship with its athletes. Jones’s legal battle is far from over, and its outcome will undoubtedly reshape the dynamics between brands and athletes in the years to come. As more details emerge, the case will undoubtedly continue to spark conversation, as both parties prepare for what could be a pivotal moment in the evolution of the skateboarding and fashion industries.
