At 19, Shaun White couldn’t have done this. Fresh off his first of two Olympic gold medals, the iconic snowboarder had opportunities to extend his brand beyond his contest results.
But at 29, the veteran athlete is finding balance with business obligations that have given him a new role in the sport while still competing in it. White’s celebrity long ago transcended snowboarding – his role in the band, Bad Things, helps there, too – but now his influence on the sport has expanded.
The second Air + Style Los Angeles runs Feb. 20-21, giving White another chance to make a cultural impression with the competition series he owns a majority stake in and seeks to expand.