Replying to Luxury brands shouldnt get into action sports

I just saw the post of eileen gu where shes advertising some tiffany bullshit. I have in general the feeling that these brands get more in action sports f.e. Prada makes ski contests with red Bull, Prada makes ads which include sk8boarding or OKX which is an online broker i think, sponsors snowboarders. I just hope this trend doesnt continue. These brands belong to fucking polo tournaments and not skiing