When Taylor hit me up about writing an intro for Alex Sherman and told me to aim for around 150 words, my first thought was "how the hell am I going to keep it within that word count?" I have so many stories that I feel the world needs to hear, but I'll do my best to keep this short and to the point.
Alex "Littlest" Sherman has literally grown up in the snowboard industry. Born and raised in Portland, Government Camp, at the base of Mount Hood, quickly became his summer home—basically the mecca of summer shred. This is where I first met him. He was this little—and I mean little—kid who had more energy than he knew what to do with. If he wasn't on-hill, he was at the ramps. If not there, he was at Volcano Cones or just running rampant around Govy. His loving parents somehow thought I was a good influence and would basically let him stay up at the Salomon Team house for extended periods of time, coming back every couple days to make sure he was still alive and well. I'll let him elaborate on some of these stories.
Alex soon became quite the shred, moving to Utah to hone his skills in the streets and the backcountry. I maintained a relationship with him, at one point even moving into his room for a couple weeks before getting my own place in Park City. I think the deciding factor on me moving out was waking up on a futon, next to a T-Rex poster, hearing his mom yell at us that breakfast was ready. I was 26, and he was probably 14 at the time. Ha.
He's always been a smart kid, knowing that he wanted to remain in the industry but couldn't shred as hard as he wanted to—post Japan jib session gone wrong. (Who honestly goes to Japan to ride rails?) He started assisting adidas bad boy Evan Lefebvre who has taken him under his wing and helped groom him into the adidas Snowboarding team manager. I really can't think of two better mentors for him… –Alex Pashley
Current title: Team Manager for adidas Global Sports Marketing
What does your current position in the snowboarding industry entail? Describe a typical day on the job.
I take care of the team. I make sure they have everything they need to do their thing, whether that's juicing their closets with endless stripes, pushing invoices through or planning trips. I do a lot of different things. I really like helping on the brand side and with product development. I've been pretty involved with our main snow project dropping this fall focused around Tommy Gesme. Every day is a bit different depending on the season, but my phone and email are blowing up a lot more these days.
Where are you from and where do you currently call home?
I grew up in Portland, Oregon and moved to Utah when I was 16. SLC is home.
How did you start snowboarding?
My parents had me start skiing when I was six, and the entire time I was interested in snowboarding. I'd go up to the guys in the lift lines and the lodge and ask them about their gear. I got super sick and was in the hospital, and all I wanted to do when I got better was snowboard, so my parents finally gave in when I was seven. We went up to Timberline on Mount Hood, and I took my first turns in the spring. From that point forward I never skied again.
At what point did you realize you wanted to work in the snowboard industry?
I always knew that I wanted to work in the snowboard world after I was done filming and being a rider. I've been surrounded by it for 20 years; it's my life.
And how did you make that happen?
It happened a little earlier then I had planned, but basically I got super hurt, and Evan LeFebvre was switching job titles at the time, so they offered me TM position. It was honestly perfect timing with being injured. It allowed me to learn a lot in that time and focus my energy on something instead of stressing on not being able to ride. I'm back to normal now, and I still film tricks and travel all over with the boys. The only difference is I don't put myself in that priority seat anymore, which actually makes getting clips even more rewarding since its more for myself these days.
Who did you look up to in the industry for inspiration?
Evan LeFebvre, Alex Pashley, Java Fernandez, and Cody Rosenthal to name a few. They brought me up, and I feel like they've done some of the best work in and out of snowboarding.
What do you feel has been your biggest impact in your line of work?
I'm only going into year two right now, so I feel like I've got a lot more to do, but I get hyped on seeing all the rider projects come out that I've helped support and be a part of. I've been on the other side of the table in the rider's shoe's, so I feel like I bring a lot to the table on that side of things—they know I'm not just sitting behind a desk. I go out with these guys in the streets, help them build spots, sling them in when they need speed, and I still get down too.
What do you want to accomplish that you haven’t yet?
I'd like to take over the world.
Anyone you’d like to thank?
Evan LeFebvre, Cody Rosenthal, Alex Pashley, Java Fernandez, Tanner McCarty, Cory Grove, Rob Mathis, Pat Fenelon, Derrek Lever, Tommy Gesme, Justin Meyer, Colton Feldman, Jake Durham, Joe Carlino, Perly, Harrison Gordon, Jessie Van, Jascha Muller, Nick Dirks, Tyler Verigin. Thank you to all of these guys for being a part of my life and in some form or another helping me get to where I am today. I know I'm missing a ton, but you know who you are. Thank you to my mom and dad, and my amazing lady, Jenny.