The problem with Shaun White
Like most in snowboarding, I have never really liked Shaun White. I figured I had reached the summit of my dislike but feared with the upcoming Olympic coverage that it may swell to dangerous levels. When my mother shot me an IM informing me of the 60 minutes piece that showed Shaun's private pipe, I seriously considered mailing it in and moving to Greenland to live as far from the internet and television coverage of the Olympics as possible.
Sadly, we are staring down an avalanche of mainstream media hero worship of Mr. Tomato. I have agonized over the potential for an upset in the Olympics and have concluded that it is Shaun against himself, leaving us little hope. I guess we are just going to have to deal with it, but please no shirtless magazine covers this time.
If you are not from the snowboarding world, you will easily dismiss this anger for jealousy or typical hatred of the top guy. When Shaun took the first Grand Prix, a good friend of mine that witnessed it first hand told me, you may not like the guy but you have to admit he is pushing the progression of the sport. I started thinking that I really was just jaded, that I was blinded to what he was doing, and perhaps this is true. However, last night while watching the 60 Minutes piece something struck me, the prophecy has finally come true. It isn't Shaun White the person, it is what he represents for the sport.
In 1998, Terje Haakonsen turned away from the inaugural Olympic snowboarding event, based on his displeasure for poorly run FIS events and forced team atmosphere. At the time, Terje was on top of the snowboard world and his rejection signaled the collective stance of the snowboarders, we are not just another sport. This attitude was captured nicely in a Time article highlighting Terje at the Baker Banked Slalom during the Olympic year.
Sometime following the 1998 Olympics, the Burton halfpipe torch was passed from Terje to Shaun White as the mainstream view of snowboarding also shifted. The X Games became an absolute cash cow as the term extreme became the vogue marketing emblem. Suddenly snowboarding went from the weird stepchild of skiing to an independent marketing marvel. Outside companies scrambled to sink their teeth into the sport while existing companies became increasingly cutthroat and less rider orientated.
And so we arrive in 2010 and the face of snowboarding has been transformed from the rebellious soulful Terje to the win at all costs Shaun White. Instead of attending the open Baker Banked Slalom, Shaun builds an exclusive halfpipe for himself. Instead of fighting for the good of the sport and the riders, Shaun progresses for himself and only himself. He shows off his Lambo as the fruits of his Olympic gold but what does it matter when you have lost the respect of your peers. This sport was never about victories, it was always about camaraderie and peer progression, soul and passion. Now it truly has become figure skating, complete with the style-less hucks and secrecy.
The divide between mainstream riding and the real soul is becoming greater and potentially permanent. That is why people that love snowboarding view Shaun with dislike. When we see him trumpeted by the mainstream media as the rockstar of snowboarding, bragging of his riches and exclusivity, we see a sport off the tracks, veering towards everything we once stood against. If progression comes at the cost of soul, it is no longer positive progression, it is no longer right.
Thankfully we have Nico, Gigi, John Jackson, and Trice to carry the torch for the soul.
PS - The double cork was not created landing in a foam pit at the end of an exclusive pipe, it was born in the backcountry by the real greats.
Some articles I read while writing this.
David Benedek Interviews Terje Haakonsen
