Tied up with the he’s too rich business, many in the sport believe Shaun White ‘sold out’ the sport of snowboarding long ago. These anti-Whites point to his signature model scooter, sold only in his sponsor’s Target stores as the final nail in the commercial coffin.

They say that greed is a factor and that White would sell his dead grandmother if it meant a percentage point on his commission. His fans are less worried, believing his contribution to the evolution of the sport outweighs any commercial contracts. And would you turn down a million bucks if someone wanted to put your name on a crappy scooter?