Power 100 rank: 8
Rank last year: 2
Sport: Snowboarding, skateboarding
Most recent notable achievement: Two 2011 X Games gold medals
Key sponsors: Burton, Target, Oakley, Ubisoft, Stride
Why he’s on the list: It wasn’t a Winter Olympics year but White stayed in the headlines. After a fourth straight victory in the superpipe at the Winter X Games, Shaun White also took gold in the skateboarding vert at the Summer X Games. Now among the most recognizable people on the planet, White is the face of alternative and cool.
Photograph by Adrian Dennis/AFP/Getty Images