Up until the 1980s skiing was the most popular sport on
the slopes. However, in the 1990s snowboards became more popular. This
coincided with the introduction of Generation X culture.
Snowboards were associated with more extreme sports. In addition, members
of Generation X linked it with antiestablishment music and rebellion
against 80s mainstream culture. For their part, skiers resented early
snowboarders who seemed to come out of nowhere on the slopes.
Now snowboards are part of the mainstream culture. Snowboarding is
part of the Olympic Winter games. In addition, the Nintendo Wii even
has a snowboarding game and American Express has snowboarders to endorse
their credit cards.