His approach to sponsorship is pragmatic, and based on his own likes and dislikes. "If McDonald's had approached me when I was 14 and said, 'We want to sponsor you', I would have signed up right there because I grew up eating McDonald's. I get grief for it because there's a faction of people who hate McDonald's, or hate dairy farmers. I drink milk. I eat meat. That's who I am. To me it's using their dollars to promote skateboarding, because I have final approval on this stuff. If McDonald's can do a worldwide marketing campaign featuring not me but me skating, I have control over it, so I can show some of the best skating possible. The same goes for almost any sponsor I have - if it's something I enjoy or would use, I don't have any problem with it."