Creating a lasting brand is at least as important as winning competitions for action-sports heroes. Skateboarder Ryan Sheckler has splashed his name on shoes, clothes and toys, while BMX legend Dave Mirra is going higher-end, designing and marketing a line of expensive bikes. Skater Paul Rodriguez opened a shoe boutique after becoming the first Latino with an eponymous shoe from Nike. "I'm taking this opportunity to learn about the business end as if I were an intern," Rodriguez says.

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