SAM Magazine-Lakewood, Colo., Mar. 18, 2011-The National Ski Areas Association (NSAA) will present its Industry Impact Award to snowboarder Shaun White. Last presented in 2009 to the Winter X Games, the Industry Impact Award recognizes significant contributions made to the ski and snowboard industry by an individual, business, or other entity. NSAA will present the award May 5 during its National Convention and Tradeshow at the La Costa Resort and Spa, Carlsbad, Calif.

"For both his legendary athletic achievements and the tremendous exposure he has brought to the sport of snowboarding, Shaun's impact on our industry can not be overstated, and we are truly honored to present him with this very fitting award," said NSAA president Michael Berry.

White is a two-time Olympic gold medalist in the halfpipe, and his record-setting medal hauls in both the Winter X Games and the Winter Dew Tour have brought him tremendous fame and publicity. He is the only athlete to win gold medals in four straight years at the Winter X Games, and the first person to medal in both the Summer and Winter X Games in two different sports (snowboarding and skateboarding). White's arsenal of new tricks in the pipe has pushed the progression of snowboarding to new heights, both figuratively and literally, and motivated an entire generation to embrace snowboarding and terrain parks.

White has also raised awareness for the sport through his brand and business relationships with Burton, Target, Oakley, Stride, BFGoodrich Tires, Ubisoft and Park City Mountain Resort. All this makes him the second most powerful and marketable professional athlete, according to Bloomberg BusinessWeek, behind Peyton Manning and ahead of Tiger Woods.