Shaun White, who secured his inaugural brand deal at age 7, concluded his competitive snowboarding journey after the Beijing 2022 Winter Olympics. Sponsored by Burton Snowboards throughout his Olympic journey from 2006 Torino (excluding the last), the brand adorned his snowboard sole. However, in Beijing, a new chapter unfolded. With the conclusion of his endorsement deal, White delved into experimenting with various boards, seeking the perfect match for his riding style.

This exploration sowed the seeds for a concept that blossomed into Whitespace, his lifestyle brand, 5 years later. The athlete, brimming with enthusiasm, recently garnered attention from a celebrity on his social media, adding an extra layer of excitement to his new venture. Here’s the scoop.

Celebrities applaud Shaun White’s “Whitespace”

On December 21st, Shaun White shared a new Instagram story featuring celebrity endorsements for his brand. Vogue.com contributor Zachary Weiss, with a focus on parties and travel, posted an Instagram story that included snowboarding emojis, and tagged Whitespace and Shaun. Shaun reposted the celebration moment with his fans silently.

Though there wasn’t any caption or emoji but his simple repost says all. Furthermore, in the picture, a long dining was featured with thrilling dark-themed lights. The diverse endorsements highlight the broad appeal of Shaun’s new venture. Fans may question the choice of the name “Whitespace” for his venture.

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Reason behind Whitespace as a name

To mark the debut of his brand, Shaun White introduced an exclusive series of signature snowboards. The athlete personally showcased the sleek design during his final Olympic run in Beijing back in 2022.

Interestingly, in an interview with Forbes, the three-time Olympic champion shared the inspiration behind the brand’s name that he drew from the distinctive white stripe on his board. White recounted how this feature became a recognizable identifier. He prompted the brand’s identity as Whitespace. It was a nod to his name and the concept of opportunity, a market gap, and a blank canvas for innovation. Along similar lines, Whitespace, plans to expand its offerings to include outerwear, snowboard gear, and streetwear.

READ MORE: Olympian Shaun White and Girlfriend Embrace New Sport Adventure in Stylish Equestrian Gear

While the iconic graphics hold sentimental value for White, he emphasizes that the boards’ selling point lies in their performance. The clean design reflects his commitment to merging personality and passion with top-notch functionality. Are you excited to chime in? Share your thoughts with us in the comments.

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