3. Eric Koston
Brand move: Lakai to Nike SB
In April 2009 skateboard forums thought someone was playing an April Fool's joke when rumors started that Eric Koston was bouncing from Lakai to Nike's SB line. The same kind of rumors had spread earlier to no avail—Koston stayed with longtime sponsor éS. But this time they were true. Koston's Nike line has already earned major notoriety, spreading Lunar to skate, and his sneaquel was one of the most anticipated shoes for the fall of 2012. Skateboard purists shed a few tears after Koston made the move, and they were skeptical that Nike's SB line could pull through, but after the unveiling the other night of Eric's latest—no doubt he's in good hands.