adidas Snowboarding present ‘Welcome: Louif Paradis’

Louif Paradis. His riding is the very definition of proper. Known for his smooth style and innovative tricks, watch where adidas’s newest rider came from, and where he’s going in the new ‘Welcome: Louif Paradis’ edit.

Louif’s 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, Louif won Video Part of the Year, while his film, Déjà vu won Video Of The Year at the 25th Riders Poll Awards, voted entirely by his peers the pro snowboarding community. 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.

We caught up with him on the big move.

How did you end up riding for adidas?

I got a call from Evan [Lefebvre Global Sports Marketing adidas Snowboarding] back in November asking if I would be interested to ride for adidas, and that if I was, he would really like to make it happen. I said, “yes, of course.” So he went on his side and we stayed in touch and it didn’t really seem like it was gonna work for a while. But then he got back to me in April saying it was happening!

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Louif Paradis. PHOTO: Rob Mathis

It seems like a huge new sponsor like that would be hard to keep quiet, how long has this been under wraps? How did you guys keep this so quiet?

It got official in April, so it wasn’t too hard as the season was pretty much over. So I just didn’t really talk about it or rock the stickers or the gear in public. I even blacked out the stripes on my boots one time. Ha. But yeah, those guys wanted to keep it on the down-low until today, which made sense.

Are you having a Full Part release this fall?

Unfortunately not. We’re gonna release some edits, but we’re working on a longer term project with Deja Vu, we’re saving footage until next fall.

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Louif Paradis earning his second Real Snow X-Games Gold Medal in 2013. PHOTO: Chris Wellhausen

What are your thoughts on Real Snow?

Hmmm, my thoughts on Real Snow… Well I had a super good time taking part in it. It really challenged me and it was a very positive experience, obviously! But I think I’m ready for different challenges and I’m looking forward to start a season without any deadlines and early deliverables.

Louif Paradis 2014 Real Snow Edit

We saw some glimpses of some sick looking backcountry jumps in your Welcome edit, is that a new direction for you?

A little bit, yeah. I did more last season and I really enjoyed it, and I’d like to keep doing a good amount every season. It’s a really good change of scenery to go from street to BC and it’s also cool to touch to a little bit of everything. I’ve always said that I have a lot more to bring to the table in the streets as it’s my thing and still have a lot of ideas and ways that I want to try. In the backcountry I feel like I’m more being shown how it works, and I’m more of a follower, as in the streets I’m more in control and kinda deciding exactly where I want to go.

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Louif Paradis applying his smooth style to backcountry terrain in Japan. PHOTO: Alex Paradis

What direction do you see urban riding going? And what direction do you see yourself going with your riding?

The bungee and the winch have had a huge impact on street snowboarding these past three to five years and so now there is a lot more possibilities, and to me, I think too many possibilities. What I mean is I think sometimes spots that don’t really make sense are being ridden, like from flat ground to flat ground or even uphill sometimes. Personally, the direction that I want to take is down, I want to snowboard downhill as much as possible, and gather my own speed and actually snowboard. And maybe use artificial speed only if I find something special and different that would be worth it.

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A young Louif Paradis on the come up filming for TransWorld SNOWboarding’s ‘These Days’ in 2008. PHOTO: Frode Sandbech

You have a huge influence on up coming urban riders, what advice would you give these kids that you have learned along the way?

I’d say, be yourself and do what you believe is right. Don’t take yourself too seriously. Take chances. Don’t stay in the path, go explore.

Stay tuned for footage of Louif in Salomon’s new project ‘Team Training’ coming October to TWSNOW.com

More Louif Paradis HERE

More adidas Snowboarding videos HERE