As discussed last week, Louif Paradis is a total badass. One of the most progressive and gnarliest street riders of this generation, he has been tearing up the rule book in terms of what's possible on a plank for years now.
But despite this, he constantly flies under the radar in terms of international recognition, his quite, calm demeanour almost totally contrasting his attacking riding style. Grabbing the spot light does not appear to come naturally to the dude.
Which is why his appointment to Adidas' global snowboard team was a surprise, but a welcome one at that. Joining urban buddies Forest Bailey and Keegan Valaika that has represented fringe skateboard legends like Dennis Busenitz and Mark 'The Gonz' Gonzales for over twenty years now makes total sense.
As with the rest of the Adidas team announcements, they've produce a fifteen minute mini-doc to fully introduce him to the world, presented above. But really, you couldn't say it better than Adidas have already done in the blurb:
Louif’s not loud, flashy, obnoxious or gaudy. He’s soft-spoken, meticulous, inspired by his friends, and interested in improving his life and his riding. And that is why Adidas Snowboarding is please to Welcome: Louif Paradis
Cool stuff, and we're as excited as ever to see where this still-developing team of snowboarding all-stars is headed - to the stratosphere we expect.