For skateboard shoe companies to grow their market, they can adapt other sports. This is being done by loads, but they're not all as successful as a brand like DC. They've been running a BMX program forever and are currently sponsoring riders like Dave Mirra, Maddog, Corey Bohan, Edwin, Biz, Allan Cooke, Doyle, Simms and many others. They're organising trips for their riders, support the BMX media and sponsor events with their product. BMX is an extra market for DC, but they're giving back, and that's what matters.
Here's the product description of a popular riding shoe, the Radar Slim Se.
Foam padded tongue and collar for added comfort and support. Vent holes in upper for increased air flow. Metal Eyelets. DC Performance Cupsole. Abrasion resistant sticky rubber outsole with DC’s Trademarked “Pill Pattern” bottom.
Price: € 89,= Euros
DC Shoe CO. 
After doing a BMX 'zine for ten years (1987 - 1996) FATBMX made it on the internet. The year was 1998. Here to stay.