LOS ANGELES (Hollywood Reporter) - Creative Artists Agency has signed skateboarding star Tony Hawk as the talent firm seeks to build its lifestyle and licensing business.

Hawk, who has won more than 80 skateboarding competitions and rose to stardom in Activision's best-selling Tony Hawk video game series, was previously represented by the William Morris Agency.

CAA said it will focus on creating opportunities for Hawk in television, film, licensing, wireless and touring and will help Hawk build on the success of his television and film production efforts by expanding into more narrative-driven shows and features.

The proliferation of reality shows and how-to cable programs that provide platforms for experts of all sorts has clearly led to the growth of the lifestyle category for both CAA and William Morris, both of which have busily added to their rosters in the past few years.

CAA-signed experts include Food Network host and author Sandra Lee; Beverly Hills plastic surgeon Dr. Jan Adams, host of Discovery Health's top-rated show "Plastic Surgery: Before and After"; pediatrician and best-selling baby book author Dr. Harvey Karp; and "Queer Eye for the Straight Guy" co-host Kyan Douglas.

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