Shaun White Launches Active Lifestyle Brand with Backcountry
PARK CITY, Utah (Jan. 13, 2022) — Shaun White, three-time Olympic gold medalist and winner of the most X Games gold medals in history, has partnered with premier outdoor specialty retailer Backcountry to launch Whitespace, his new active lifestyle brand inspired by the freedom to create and find your greatest potential.
“What makes action sports so incredible is that they are a melting pot for music, art, and culture. A community where everyone is welcome and encouraged to have their own style and vision,” says 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,” says White. “Whitespace is a term creatives use for a blank canvas: a place for everyone to be who they want to be and have the freedom to create whatever it is they want to create. Together with Backcountry, I’m excited to launch my namesake brand and bring this to life.”
Backcountry will be the exclusive retailer for Whitespace, and to celebrate its launch, a release of limited Whitespace Freestyle Shaun White Pro signature snowboards will be available for purchase on January 13 at www.backcountry.com/sc/whitespace.
A line of outerwear, snowboard hardgoods, and streetwear apparel will debut later this year.
The limited-edition snowboard launches just weeks ahead of Shaun’s fifth Winter Olympic Games, which begin on February 4th in Beijing, China. Engineered with Shaun’s insights, the inaugural board is designed to dominate in the halfpipe with the integrity and rideability of what White expects from the snowboards he rides. Each Whitespace Freestyle Shaun White Pro Snowboard will be hand-numbered, authenticated by serial number, autographed and wrapped in a custom leather band embossed with the year of inception. White will be riding the limited-edition board during the 2022 Winter Olympics in Beijing.
“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.”
For 25 years, Backcountry has been pushing the boundaries of outdoor style and the backcountry way of life, and the new partnership with Shaun, elevates that legacy. By fusing White’s visions and influence with Backcountry’s lived experience, Whitespace will evolve the culture of pursuit and resonate beyond just the snowsports audience. The retailer will host the Whitespace collection on its website and will be an information hub for the brand’s future expansion.
Shop the Whitespace Freestyle Shaun White Pro Snowboard and be the first to hear about future Whitespace releases at www.backcountry.com/sc/whitespace.
Founded in 2022, Whitespace is an active lifestyle brand created by Olympic gold medalist, Shaun White. The signature brand inspires focus and motivation that clears the noise, turns doubts into drop-ins, and unlocks the send. Rooted in snowsports, Whitespace makes premium gear and apparel for snowboarding, skiing, mountain biking, hiking, training, as well as casual streetwear for everyday life. To learn more, please visit https://www.whitespacesnow.com/
From the one-on-one expertise of our Gearheads to our epic selection of the best in both style and performance, Backcountry has been a leading outdoor retailer since 1996. Dialing in your gear closet, exploring your backcountry, recharging with après—Backcountry elevates the entire outdoor experience. In 2018, Backcountry began building its own Gearhead-inspired products; the fast-growing Built By Backcountry ski, MTB, climb, hike, fly fish, and après lines include collabs with brands like GORE-TEX Technology, Burton, and Simms. Seek it, find it, send it—the Goat takes you further.