ASPEN - If someone not named Shaun White wins a winter action-sports competition, does the victory count? Did anyone notice? Does anybody care?

Those are questions some snowboarders are asking heading into the final day of Winter X Games 12 at Buttermilk Mountain, which has become White’s personal playground.

The “Flying Tomato” might have worn out his welcome after an unprecedented stretch of dominance, highlighted by a men’s halfpipe gold medal at the 2006 Turin Games and six straight Winter X golds from 2003 to 2006. White was the first athlete to compete in both the winter and summer X Games and he has won gold and silver medals in skateboarding vert.

Other extreme sports pioneers are clamoring for attention, tired of playing second fiddle to a redheaded Californian barely old enough to drink.

They want the $1 million endorsement deals. They want ESPN and Rolling Stone magazine

banging down their door. They want throngs of kids — and beautiful women — following their every move.

“Shaun White tends to get all the credit for snowboarding these days,” said Steve Fisher, a Breckenridge resident. “The media has turned Shaun into the Tiger Woods of snowboarding. It’s anybody’s game any day of the week. Tiger Woods doesn’t always win, but he always gets credit.”

Fisher upset White in the snowboard superpipe finals at Winter X Games 11. The day after Fisher’s win, most newspaper stories and TV broadcasts played up White’s loss, barely mentioning Fisher.

White, 21, of Carlsbad, Calif., was again the talk of Buttermilk this week, even before he won his record 11th Winter X medal Saturday with a bronze in snowboard slopestyle.

Chances are White won’t fade into oblivion anytime soon.

He agreed Tuesday to a clothing line with Target and signed a 10-year partnership Thursday with Burton Snowboards, enabling him to expand “The White Collection,” a line that launched in 2005.

“A lot of it is because he has been such a figure in snowboarding since he was so young,” Fisher said of White’s popularity. “ESPN has really latched onto that story. It’s a great story, but there are so many other snowboarders that deserve some time of day.”

Shaun Palmer maintains he’s one of those guys.

At 39, Palmer is the oldest snowboarder in Winter X history. He has six Winter X golds, four in different events.

“They know who the first Shaun was,” Palmer said of Winter X fans. “I paved his road for him. I was a world champion when he was in diapers.”

The only person with more Winter X golds than White is Tanner Hall, a high school dropout who has won seven, including the past three skiing superpipe contests.

Asked if he sent a message to White with his victory Thursday over Simon Dumont, Hall said, “Probably not. Shaun White is not really human. I’ve never seen a kid like that. There’s no stopping that kid.”

Snowboarder J.J. Thomas refuted Fisher’s claim, saying White’s attention is deserved, considering his consistency over the years.

“Most of us have had our share of wins, but Shaun has been able to do it like eight years now,” said Thomas, a bronze medalist at the 2002 Salt Lake City Games. “We’ve all gone through our ups and downs. Shaun has kept it on top the whole time.”

Said 2006 Olympian Andy Finch: “Whoever is winning is going to get the attention. ... How many stars can there be? If everyone is a star, then they’re not really a star.”

Fisher said the Woods-like star power of White makes him “either Phil Mickelson or Vijay Singh” in ESPN’s eyes.

“They do what they’ve got to do to get the ratings,” he added. “That’s cool.”