Louif Paradis’ name wasn’t always synonymous with street snowboarding. That took work. Day after day, Louif grew up snowboarding the streets of Quebec City, focusing on simply riding his best, keeping his style on point, and riding spots that were unique and original. This dedication came from visualizing tricks it in his head and countless attempts. As a result, he’s netted a solid 13 video parts put out over the past 13 years.

Last year, TransWorld SNOWboarding awarded Louif with Video Part of the Year, while his film, Déjà vu won TransWorld SNOWboarding video of the year. Louif is well respected in the industry for his hard work and because he hasn’t bought into any bullshit trends. He has let his snowboarding do the talking.

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

website: adidas.com/snowboarding