Defying gravity and making history, Shaun White is the greatest snowboarder of all time. After winning three Olympic gold medals and 15 X Games gold medals, he launched a new challenge: entrepreneurship.
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Build a complete team
Shaun’s first task was to build his team with design and operations talent. While putting his expertise to work testing snowboards and equipment, he relies on trusted friends and family to bring his visions to life.
Among these people is Shaun’s brother, one of his biggest supporters. “It weighs on [the brand] all the time. And then I say to myself: Why don’t you design it? That’s how he became my in-house designer,” Shaun explains.
![Shaun White wears a black and white jacket with the limited edition WHITESPACE x Shopify beanie while holding a WHITESPACE snowboard.](https://cdn.shopify.com/s/files/1/0070/7032/files/Dawsy_SW-1-9.jpg?v=1700081299)
When hiring a COO, Shaun looked no further than his longtime friend Miles Nathan, someone with a wealth of business development and snowboarding knowledge. “We were boyfriends who met at a snowboarding competition when I was about eight, and he’s been running behind the scenes ever since [WHITESPACE]”, Shaun said.
Discovering complementary talents allowed Shaun to build a small but powerful team. “I think a lot of people would assume there’s a huge backer, a giant marketing team and everything else,” says Shaun. “There are three or four of us and we are disjointed. We are getting there. »
Leverage partnerships with established brands
Shaun is passionate about providing consumers with Olympic quality snowboards. “If you’re considering this board, it’s something I’ve ridden myself and you know it will perform the way you want it to,” says Shaun, who personally tests all of the brand’s products.
Although Shaun is an expert snowboarder, he is looking for partnerships to fill the gaps, including teaming up with Countryside to make clothes for WHITESPACE. “Backcountry just made the most sense because they have a proven track record in the industry. They have respect. They also have customer service,” says Shaun.
![A bright black and neon green beanie from the limited edition WHITESPACE and Shopify collaboration.](https://cdn.shopify.com/s/files/1/0070/7032/files/Dawsy_SW-1.jpg?v=1700081456)
In an effort to expand WHITESPACE’s direct-to-consumer channel, the team created its online store on Shopify. “Some of the biggest brands in the world use the platform,” says Shaun. “We want to be in the same space as everyone else.”
To celebrate the partnership between WHITESPACE and Shopify, the brand launched a line of limited edition beanies, sold on Shopify Sourcinga store selling products aimed at e-commerce business owners.
Focus on brand storytelling
What sets WHITESPACE apart from its competitors, according to Shaun? The history of the brand. “I have quite a history on the board. I developed this. I competed on it. And this board is what you get at the store,” he says.
To better tell this story, the WHITESPACE online storefront hosts multimedia content, including trick and race videos created by Shaun himself. “People are excited and want to see what we’re doing and what’s different,” he says. And that enthusiasm translated into sales.
These are just some of the ideas Shaun has shared during his professional journey. To hear more about Shaun’s thoughts on creating WHITESPACE, listen to the full interview at Shopify Masters.