Shaun White is carving a new path in his post-competitive career, channeling his legendary drive into entrepreneurship. He has built his personal brand, WHITESPACE, founded the innovative Snow League, and is actively shaping the future of snowboarding.
Now four years into retirement, White's life is a blend of high-performance riding, strategic brand partnerships, and business ventures. He continues to ride, recently sharing the slopes of St. Moritz with friends and Chase Sapphire cardholders, before jetting off to the 2026 Winter Olympics as a broadcaster.
"I feel like I was getting a crash course in business," White said in an interview. His transition was sparked in part by the 2019 passing of his mentor, Burton Snowboards founder Jake Burton. This reflection led to the creation of WHITESPACE, a brand focused on quality and distinct identity, evidenced by its collaboration with luxury outerwear giant Moncler.
His influence extends further with the Snow League, a structural play designed to create sustainable earning opportunities for athletes. The league even features trophies designed by Tiffany & Co., signaling a new, premium era for the sport.
White is also the face of campaigns like KITH's Team USA for the 2026 Olympics and partners with brands like Chase Sapphire, focusing on curated experiences. Through it all, he aims to elevate snowboarding's profile while ensuring it remains accessible. "Let's usher in this new era of the sport," White said, balancing luxury appeal with the sport's core roots.