N E W S / A N A L Y S I S
OUTDOOR EYE
I
n the lead-up to February's Winter Olympics in
Beijing, snowboarder Shaun White, a three-time
Olympic gold medalist, is launching an active
lifestyle brand called Whitespace exclusively with
retailer Backcountry.
The brand launched with a limited edition snowboard
available at Backcountry.com in January. A line of
outerwear, snowboard hardgoods, and streetwear apparel
will debut later this year.
"We're beyond thrilled to partner with Shaun White
in the development of an outdoor brand that's truly
rooted in greatness," says Melanie Cox, Backcountry
CEO. "Shaun is the G.O.A.T. 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." l
Shaun White Launches Whitespace with Backcountry
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Winter 2022 • Outdoor Insight • 7 outdoorinsightmag.com
Shaun White
