For over 2,000 years, people survived without skateboarding. That changed sometime in the late 1940s—perhaps the early 1950s—when a group of surfers decided to attach wheels onto their wooden boards. 

Since then, skateboarding has become a way of life. People risk life and limb to practice this art. And the art form survives by enticing more people to play.

Skateboarding companies know this can only happen if it stays youthful. So it sponsors people that can represent their gear—boards, wheels, fashion—well enough to get more people interested in skateboarding.

In this frame, skateboarding is an infinite game: you win when you get to keep on playing. (By contrast, a finite game is one you win when you are victorious and the game is over.)

When you want to start or restart a movement, keep the infinite game in mind.