Ushering in a New Era for Snowboarding and Empowering the Next Generation

Ushering in a New Era for Snowboarding

to pave the way for the next generation of riders with his innovative Snow League.

The inaugural season kicks off with a halfpipe competition in Aspen, Colorado, featuring 36 athletes, including reigning Olympic champion Ayumu Hirano. These talented individuals will compete for the title of the first-ever Snow League world champions.

White, a three-time Olympic gold medalist who retired after the 2022 Beijing Games, is not done innovating in the sport he helped revolutionize. He recalls the early days of snowboarding, when it was often misunderstood and even ridiculed.

"I entered the sport in a crazy time period where a lot of snowboarders weren't allowed on resorts and halfpipes were hand-dug by shovels," White told Reuters. "My goal was to bring about a professionalism and an athleticism that wasn't really there before."

Now, with the Snow League, White aims to build upon his legacy and leave the sport in a better place than he found it. He has secured major sponsors like INEOS Automotive, Marriott Bonvoy, Pacifico, and Hublot, contributing to a $1.6 million prize purse.

"It's all coming together," White said. "We've got the biggest prize purse out there, the best athletes in the world, the most incredible resorts in the world."

The Snow League will feature both male and female athletes competing in various events throughout the season. Points will be accumulated based on their results, ultimately crowning the Snow League world champions.

For White, the transition from competitor to league founder has brought a significant shift in perspective. "You stop really focusing on 'Me' and 'I' and instead focus on 'We' and 'Us'," he said. "How do I change this for everybody? How do I bring everyone with me?"

The Snow League's inaugural season kicks off in Aspen and then heads to Beijing for a December event. After a break for the 2026 Olympics, the competition returns to Aspen before concluding at the iconic LAAX halfpipe in Switzerland. White envisions the league expanding to as many as 14 events in future seasons.

With the Snow League, Shaun White is poised to continue his impact on the sport he loves, fostering a new era for snowboarding and inspiring the next generation of riders.