By: Jordan Meadows
Staff Writer
Professional snowboarder Zeb Powell has spent the past few years redefining what the sport looks like while carrying his North Carolina roots onto some of snowboarding’s biggest stages.
Born in Charlotte and raised in Waynesville, Powell grew up far from the traditional mountain hubs that typically produce elite riders, yet carved out a path that would eventually make him one of the most recognizable figures in modern snowboarding. Powell was adopted and raised by Carl and Valerie Powell, whose working-class household in western North Carolina helped shape his grounded, experimental approach to the sport.
Early on, he struggled with instruction that forced him to ride in a stance that did not come naturally, and he initially disliked snowboarding. That frustration, however, turned into persistence. By age 15, he had already won Red Bull All Snow, a breakthrough that signaled the arrival of a rider whose style would prioritize creativity, flair, and individuality over traditional competitive orthodoxy.
His breakthrough moment on the global stage came at the 2020 Winter X Games, where he captured gold in Knuckle Huck, becoming the first Black snowboarder to win X Games gold. Powell has since used that platform to partner with organizations like Hoods to Woods, which introduces inner-city youth to snowboarding and outdoor recreation.
In competition, Powell has remained a consistent presence, placing first in X Games Knuckle Huck in 2020, fourth in 2022, second in 2024, and fourth again in 2025. Off the podium, his influence has arguably been even greater. Known for oversized boards, playful tricks, and an unconventional aesthetic, he has helped push snowboarding toward a more expressive, street-influenced direction that resonates with younger audiences.
That cultural reach has attracted major sponsorships and cross-industry attention. Powell is backed by brands including Red Bull, Burton, Thirtytwo, Recess Ride Shop, and Crab Grab, and in April 2025 he made history again by signing with Jordan Brand, becoming the first professional snowboarder to represent the label.
His growing presence within that world became especially visible during the brand’s 40th anniversary “Board of Greatness” gathering in Greece, where Powell found himself among elite athletes and celebrities, including Michael Jordan, Luka Dončić, Maya Moore, and Carmelo Anthony.
Powell’s celebrity crossover continued during high-profile winter sports coverage that included appearances alongside Snoop Dogg, who served as an honorary Team USA personality during Olympic festivities. In widely shared content, Powell joined snowboarding legend Shaun White in introducing Snoop Dogg to snowboarding.
Beyond entertainment appearances, Powell has also entered mainstream advertising, recently collaborating with skateboard icon Tony Hawk in promotional campaigns, further cementing his status as a crossover action sports figure. He also appeared in a Warren Miller film.
Most recently, Powell was in Boston for the revived Red Bull Heavy Metal Finals, a free urban snowboarding competition held at Boston City Hall Plaza. The plaza was transformed with more than 100 tons of snow to create a custom street course blending architecture and terrain, drawing thousands of spectators and featuring top riders from around the world.
Powell described the past year as “crazy,” noting appearances at X Games, community tours, film features, and major brand activations. Despite the rapid rise, he has maintained a perspective rooted in his North Carolina upbringing, often expressing disbelief at the scale of opportunities now surrounding him
