Shaun White has won two Olympic gold medals for his snowboarding prowess.
He also has dominated in the halfpipe at the X Games and on the Dew Tour.
Along the way there has been one constant for White: his long, red hair. For more then a decade it was his trademark and, some might say, a significant part of his identity.
Now much of that is gone, but for a good cause.
White, 26, who for years has been referred to (against his wishes) as the "Flying Tomato," has cropped his hair for a charity, Locks of Love, which manufactures hairpieces for kids who have suffered hair loss because of illness.
Viewers can witness this shocking development by watching the accompanying video. White broke the news Tuesday morning on his Facebook page, which is now flooded with comments (more than 500 at 11:30 a.m.)
One of the more recent comments was from Nick Fulton, who wrote: "FACT: Whoever wears a wig made of Shaun White's hair will instantly become a snowboard god."