SBD/October 12, 2011/Marketing and Sponsorship

Grinding It Out: Shaun White Launching His Own Skateboard Supply Company

Shaun White's products will be available at Sports Authority, Sport Chalet and online
Gold medal-winning snowboarder Shaun White is “expanding his empire by launching the Shaun White Supply Co., which will sell skateboards, BMX bikes, helmets and pads, ramps and grind rails in sporting goods stores across the country and online,” according to Bernie Wilson of the AP. The line will officially launch “next Thursday in Las Vegas in conjunction with the final stop of the Dew Tour.” The skateboarding products are designed “by White and his older brother, Jesse, who helped design some of White’s snowboarding equipment sold by Burton.” White joined with sporting goods manufacturer D6 Sports “to launch his line.” White: “I’m going from scratch. We’re making all this really cool stuff” (AP, 10/11).’s Melissa Larsen reported White’s products will be available at sporting good stores “such as The Sports Authority and Sport Chalet, as well online" at White had been with Tony Hawk's Birdhouse company for his skateboard equipment, but White said he felt like he "wasn’t doing the relationship justice because I'm so focused on so many other things." White: "Instead of the old style of endorsement, of riding for a company that's already out there and trying to blend with their ad campaigns and style of product, I'm just creating my own thing.” He noted Burton was not nervous about him getting into snowboard production. White: “They're stoked. I'm in a long-term contract with them, and this doesn't cross boundaries. It's all skateboard and summer action sports products.” White added on potentially sponsoring athletes, “Maybe in the future? I'd love to see what's out there with young talent and give someone the start that they need to be a pro in this sport” (, 10/11).
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