Correct me if I'm wrong, but Gong is probably both a low cost and low price retailer, I've never seen anyone riding their kites, so their volumes would be low, so they can't amortize their team over X thousand kites sold.
It makes no sense. A brand that sells based on price, and claims to have a low cost strategy, now has spent on one of the most expensive sponsorships. (Unless they've sold given him equity). A brand that has a website that makes it difficult to even buy outside Europe and doesn't currently sell kite...