Shaun White joins Park City firm to launch his new brand

Shaun White, three-time Olympic gold medalist and winner of the most X Games gold medals in history, has partnered with outdoor specialty retailer Backcountry of Park City to launch Whitespace, his new active lifestyle brand.

“What makes action sports so incredible is that they are a melting pot for music, art and culture — community where everyone is welcome and encouraged to have their own style and vision,” said White. “I’ve been a professional athlete for over 20 years, so I’m excited to bring my experiences competing, training and designing together to make gear that represents action sports in an authentic way. Together with Backcountry, I’m excited to launch my namesake brand and bring this to life.”

Backcountry has released the first products in the Whitespace line, the Whitespace Freestyle Shaun White Pro signature snowboards. Each board is hand-numbered, authenticated by a serial number, autographed and wrapped in a custom leather band. White will be riding the limited-edition board during the 2022 Winter Olympics in Beijing. A line of outerwear, snowboard hardgoods and streetwear apparel will debut later this year, the company said.

“We’re beyond thrilled to partner with Shaun White in the development of an outdoor brand that’s truly rooted in greatness,” said Melanie Cox, Backcountry CEO. “Shaun is the G.O.A.T. (Greatest of All Time) of snowboarding, but has also influenced fashion, music and business outside of the sport. Snowboarding has always been an alternative sport and has blended music, arts, culture and lifestyle together. As a result, Whitespace will push the limits of style in the mountains and beyond, and we’re incredibly proud to be the trusted partner.”