I raced in the mid 90's back when a few mountain bikers were winning races and making money (not me though) - Jonny T, Tinker, Deadly Nedly, etc. Supported by big companies - nutter butter, Jeep, Motorola (+ many more). Since then the support for mtn bikers has just been from bike companies with shallow pockets. It's nice to see this guy's riding style is getting reconized by non-cycling companies.