Snowboarding was pioneered with a spirit of non-conformity and rebellion. Back in the 1960s, it took the individualistic attitude often seen in skateboarding and surfing and brought it to mountains. One-plankers were seen as radical and disruptive, especially when compared to the well-established sport of alpine skiing, which led to well-publicized discrimination at places like Alta and Deer Valley. In the half-century since, snowboarding has entered the mainstream thanks to athletes like Shaun White, Travis Rice, Jeremy Jones.
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These days, snowboarding has less of a connection with counterculture than it once did, as evidenced by its inclusion in the Olympics, and by the fact that many early snowboarders are now parents. However, a new generation of snowboarders is pushing the sport back towards its roots, eschewing the spin-to-win mindset in favor of a more creative, less-regimented technique. This video is a great example, with fewer spins and more old-fashioned style.