Nationality: American
Sports: Snowboarding/Skateboarding
When a teenage Shaun White burst onto the national scene at the winter X Games in 2003, few would have guessed the success and popularity he would go on to achieve. Having won at least one gold medal at every winter X Games in snowboarding since then, White branched out and has two Olympic snowboard halfpipe titles to his name, comprehensively taking the top spot at Vancouver in 2010, as he did in Turin four years previously.
Crucial to his marketability is the fact that he is a genuine crossover star: a hero for extreme sports fans, and not far off for traditional sports viewers – even those who only watch him every four years at the Olympics. It is not only in snowboarding where White has excelled. By winning the vert skateboarding competition in 2007, the floppy-haired American became the first person to win titles at both the winter and summer X Games in two different sports, making him a very appealing option to sponsors: witness the reported US$10 million a year in endorsement earnings. SportsPro
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