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Shaun White's Whitespace brand launching new snowboards, apparel

Whitespace's line of snowboards includes one White is competing on in his bid to make Team USA for the Beijing GamesESPN IMAGES

Snowboarder Shaun White said that the '22 Beijing Games "will be his last" Olympics, as he is already "immersed in his next venture: the launch of his snowboard goods and clothing brand, Whitespace," according to Rachel Bachman of the WALL STREET JOURNAL. The brand "includes a snowboard he’s competing on in his bid to make Team USA." Although White’s company “will be selling gear for snowboarding, hiking and hanging out at home, its greatest asset is the competitive credibility of its founder." In business, White is “aiming for the same kind of steadiness” that he has “cultivated in his snowboarding career.” Snowboards are known for having “wild, ever-changing designs” on their undersides. But White said that the "same stark white stripe will appear down the center of all his boards." The stripe "has already become a trademark." A limited number of Whitespace Freestyle Shaun White Pro snowboards “will be available to buy” starting today. A line of Whitespace outerwear, goggles and streetwear is “set to debut” later this year. Branded products such as pants and skateboards "have been sold under his name." Those products "were always produced by someone else, however, while Whitespace is his brand -- with design input from his older brother, Jesse White." On his goals, White said, “My dream, or my goal or hope, is to see a group of young boarders and they all have that little white stripe on their base -- like my little army” (WALL STREET JOURNAL, 1/13).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

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