Olympic Thoughts

I confess. I am a winter sports junkie. For some reason though, there’s something about the snowboarders that intrigues me. Maybe it’s because most of the competitors are teenagers pulling off incredible tricks and pretty much all of the events are exciting. But I think the main thing that sets them apart is that there is a comraderie among the competitors that you don’t see anywhere else. They’re always pulling for one another, and genuinely pumped when one of their opponents pulls off a sick new trick. It’s common to see someone finish a perfect run that clinches a medal, and the rest of the field is there at the bottom of the hill ready to celebrate. I love it.

And what about this kid, Shaun White? I know that everyone is talking about him and how good he is, but man. He’s IS good. I thought one of the commentator’s lines summed it up well when they said something to the effect of, “Shaun White is loved in the snowboard world, and your mom likes him too.” While this statement may sound odd out of context, it communicated to me how big of a “brand” this kid has become. When I think of top sports figures who I would consider to be big brands, I think of Michael Jordan and Tiger Woods* (you know what the asterisk means). While White’s estimated net worth ($90 mil) is nowhere near that of Woods and Jordan, it is amazing to think of where he’s at while in a sport that isn’t as mainstream as the NBA or PGA. He is the greatest snowboarder of all time. His sponsorships include Burton Snowboards, AC Retro, as well as Oakley, Birdhouse, Park City Resort, Target, Red Bull, Adio, and HP. Not to mention he has his own video game. His signature red flowing hair adds to the aura of who he is. If a brand is defined by perception, Shaun White’s brand continues to grow.