Featuring "art, fashion, and technology," Shaun White's Air + Style event went down at the Coliseum in Los Angeles last weekend. The event surrounded a big air snowboard competition and musical performances from the likes of J. Cole and Incubus, according to Sports Illustrated.
After numerous shortcomings last year, including a Kendrick Lamar set cut short due to noise complaints, White is at it again. "It's great that we get to do it again and we get another bite at that apple and another opportunity," White said, according to the Orange County Register.
At the event, Stoli Vodka inspired pro snowboarder Eric Willet to create the first ever "Big Air Mule by Stoli Vodka." Willet accomplished this feat by mixing a drink at the top of the ramp, riding down, back flipping, and then pouring his drink at the bottom. The concoction delivers subtle hints of ... air.
"I've successfully landed thousands of jumps throughout my career but this was definitely one of the most unique," Willet said, according to Sys-Con Media. "I knew a Stoli Mule as awesome as this needed an equally epic trick, so I went with an extended back flip to ensure the cocktail was shaken to perfection."
Speaking at Forbes' Under 30 Summit, White inspired much hype about his event. "It really captures the culture behind the sport, the art we like, the music we listen to, the clothing you wear, the fashion, all these things combined," he said. He forgot to mention the booze.
Philosophizing, White continued: "I had this vision where I wanted to do music and sports and all these different things...Every single time it happens, it's generated and curated by the area its in, so we have local artists from Austria, local artists from Beijing, local artists from Los Angeles...This is you, you're displaying what your city is all about with this event."
White is absolutely right. Artists J. Cole and Incubus represented LA with unprecedented passion. Curators, including Bear Mountain (a ski resort in which White recently purchased a share for $38 million), Stoli Vodka, Pabst Blue Ribbon, and Verizon, added their tasteful flair to an event that truly celebrates local communities, according to Naluda Magazine.
