Shaun White

Power 100 rank: 2
Rank last year: 51
Sport: Snowboarding, Skateboarding
Age: 24
Most recent notable achievement: 2010 Olympic gold medal, 2010 X Games gold medal
Earnings: $8.8 million
Key sponsors: Red Bull, Target, Burton, Oakley

Why he's on the list: With his fiery red locks and dorky attempts to look cool, Shaun White is the lovable face of both snowboarding and skateboarding. He dominated the halfpipe at the Olympics this year, proving once again that he is the world's best snowboarder and an attractive athlete to brands that want to appeal to youth.