Born on March 20, 1988, Louie Vito grew up in Bellefontaine, Ohio, but currently makes his home in Salt Lake City, Utah, a mecca for skiers and snowboarders. His impressive resumé includes four of the past five U.S. Grand Prix Overall Championships, four X Games medals and two Winter Dew Tour Cup Overall Championships. In addition to G-SHOCK, his sponsors include Red Bull, Nike, Sprint, Toyota, Spy Optic, KICKER, Neff and Capix.
"I know my G-SHOCK will withstand the slams I take in snowboarding."
-What led you to take up snowboarding?
I started snowboarding when I was around 5 or 6 years old in Ohio. There was a small resort near my house of 300 vert feet. I saw some people snowboarding, thought it looked cool, tried it out and fell in love!!
-What's special about your riding style that sets you apart?
I just try to be consistent. I also always try to do things differently from everyone else. My riding style is my own. I think style is a HUGE part of snowboarding! I was the first rider to land a frontside double cork in competition, and the first to do four in a row. I have my own backside double, too. So I try to push the sport without sacrificing style and consistency.
-What makes being a G-SHOCK brand ambassador special to you, especially with the 30th Anniversary coming up?
I think being part of G-SHOCK itself is special. There is a small crew of ambassadors, and they are picked carefully. I love everything the brand stands for, from its support for athletes to its connection between sports and the urban market.
-What does G-SHOCK mean to you personally, and how does it fit into your daily life?
For me, G-SHOCK is part of my style. I love mixing up watches every day. Plus, they help keep me on time!
-G-SHOCK's design philosophy centers on the pursuit of “Absolute Toughness." What does this philosophy mean to you?
Having things that are durable is key for me. I'm always traveling, and I spend most of my time in rain, sleet, snow and cold temperatures. I need a watch that isn't going to break on me. Plus, I know my G-SHOCK will withstand the slams I take in snowboarding.
-What are your goals for 2012 and beyond, and what challenges will you need to overcome to achieve them?
I just want to keep progressing. Keep moving forward. Learn tricks, ride with friends, win some contests I haven't won yet, and make it to Sochi for the 2014 Olympics. My biggest challenge to overcome is just staying on point and healthy.