King Skateboards CEO and pro skateboarder Tyshawn Jones is taking his long-time sponsor Supreme to court, filing a $26 million lawsuit that accuses the brand of cutting ties without warning and damaging his reputation in the process.
The 26-year-old New Yorker, widely respected in both skateboarding and fashion circles, had been working with Supreme since he was a teenager.
Their partnership lasted over a decade, with Jones helping to shape the brand’s image through skate videos, product releases, and public appearances.
According to the lawsuit filed in Manhattan, things went south last year after a photoshoot in which Jones wore Marc Jacobs apparel.
Supreme claimed this violated the terms of his contract and abruptly ended their agreement - despite having over a year left on the deal, which was reportedly worth $1 million annually.
What followed, Jones claims, was worse than the loss of a paycheck. The lawsuit accuses Supreme of spreading damaging claims behind the scenes, telling others in the industry that he had broken his contract and could no longer be trusted. The filing says these statements were not only false but calculated to ruin future opportunities.
While modeling and fashion work had long been a part of Jones’ career with Supreme’s full awareness and even support - the brand allegedly chose to weaponize a single shoot as an excuse to walk away.
The complaint suggests the termination was motivated by corporate cost-cutting ahead of Supreme’s sale to eyewear conglomerate Luxottica.
Jones says the fallout has made it harder to secure deals with other companies.
Former allies in the fashion and skateboarding scenes reportedly began distancing themselves, buying into the story that he was the one who dropped the ball.
The pro skater, who has earned high praise over the years including two “Skater of the Year” awards from Thrasher Magazine claims that Supreme not only abandoned a long-standing relationship but also tried to drag his name through the mud on the way out.
In addition to $1.25 million in unpaid compensation, Jones is seeking $25 million in damages tied to reputational harm.
His legal team argues that Supreme’s actions have done lasting damage to his standing in industries where trust and image are everything.
For someone who helped define Supreme’s skate identity, the fallout feels especially harsh. The case brings to light the often-unspoken power brands hold over their talent and what can happen when that support is suddenly pulled.