· 2d
Shaun White was a record-breaking snowboarder. Now, he’s started a new competition to unify a ‘disjointed’ sport
· 4d
Founded by Olympic legend Shaun White, a new snowboarding competition debuts this weekend
Shaun White ‘thrilled’ by Snow League debut in Aspen, won by Japan’s Totsuka and Tomita
The Snow League’s world debut couldn’t have gone any better, if you ask founder Shaun White. “Honestly, it’s better than I could ever have imagined,” the snowboard icon said Saturday from Buttermilk Ski Area.
Snowboarders and freeskiers might be associated with relaxed style, but The Snow League has lined up some top-shelf brand name support. The just-launched professional winter sports league has a brand-savvy founder in the former Olympian Shaun White.
At the debut competition in the legend’s Snow League startup, snowboarders envision a future that includes sustainable careers.
Among White's biggest coups as he put together his league was to get Hirano to sign on. The Snow League will add halfpipe skiing at its next event, in China in December, and if White can close a deal to bring Olympic champion Eileen Gu onto that circuit, he'll have arguably the biggest star in action sports.
A Colorado company is bringing snowboarding and action sports to the suburbs, and a celebrity backer drops in to explain its importance.
The verdict is in: athletes are fans of the Snow League. But what does that mean for the winter action sports landscape?
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