Target Taps Shaun White for Skate Shoe Design

Article written by: Jacob Breinholt
Posted on: March 10, 2010

On the heels of winning Olympic gold at the 2010 Winter Olympics in Vancouver Canada, Shaun White is already busy collaborating with the big box retailer Target on a line of custom skate shoes.

The collaboration was announced by Target earlier this week. Shaun White will be working with his brother Jesse to design a skateboarding shoe exclusively for Target.

Troy Michels, spokesperson for Target Lifestyle Marketing stated in Target’s official press release:

Over the past eight years, we have had the chance to work with Shaun on a variety of different projects, including his apparel line, video game and philanthropic partnership with Target House. We are proud to continue this partnership with the addition of Shaun White Shoes.

Even before his latest round of gold medals, Shaun White was one of the most sought after “extreme sports” athletes for product endorsements. But as illustrated with the announcement of the new skate shoe design for Target, White does not only endorse products created by others, he also designs products of his own.

Before the announcement of the new skate shoe, Target already carried a line of clothing designed by White. White has also designed his own snowboarding video game for the Wii. White’s non-snowboarding achievements were characterized in interview with New York Magazine this week, as follows:

According to Forbes, White raked in $8 million last year from endeavors like his video game and his clothing lines for Target and Burton, making him the richest athlete at the Winter Games. For Target, White slapped a picture of his bulldog, Rambo, wearing sunglasses, on a T-shirt. “And then I look around and there’s all these people wearing my dog!” he says. “It’s just hilarious that these massive companies allow us to do whatever we want.”

White is currently the foremost figure in men’s snowboarding, and his legendary status as a vert-ramp skater rivals that of Tony Hawk, White’s mentor. With those kind of accolades on his resume, it is no wonder that brands are beating down White’s door to have him be the face of their product.

Though White is young and has money to burn, he exhibits exceptionally good judgment for his relatively young age of 23. This quality has become especially relevant in an age where icons like Kobe Bryant and Tiger Woods have been so tarnished by their scandalous actions.

Even White’s contemporary Scotty Lago, another 2010 Olympic snowboarding medalist, fell victim to bad judgment when he was photographed holding his medal over his crotch, while a girl knelt in front of him feigning fellatio.

In connection with the announcement of the new shoe design, White is quoted as saying:

It’s been a lot of fun working with Target for the past few years on my clothing line… I’m excited to have the opportunity to bring some authentic skate shoes into the mix.

The shoes will be available for purchase on Target shelves by fall 2010.