Where does snowboarding want to be? As an ambassador of our sport Shaun White has done great things. When he was a youngster he captivated our minds with youthfulness unlike anything anyone has ever seen. No one can argue that his involvement with a premier brand the likes of Jakes company would not be beneficial to anyone trying to make a living off of snowboarding. Shaun by himself is the face of snowboarding to millions of people that have never seen this sport outside of ESPN’s silliness and the Olympics. Take nothing away from his impact on our “sport” Shaun White has garnered amazing respect to a populous that generally exists due to our intentions of not garnering respect. But at what cost? First off lets go over his sponsor list: Burton: #1 Snowboard Company Sponsor R.E.D.: Accessories Sponsor Oakley Eyewear Sponsor Volcom Clothing Sporsor Red Bull Energy Drink Sponsor American Express Credit Card Sponsor Target Stores Department Store Sponsor Hewlett Packard Computer Sponsor Jeep Car / SUV Sponsor Sony Playstation Console Sponsor Ubi Soft Softwear Sponsor MotoralaCell Phone Sponsor Now let’s go over the implications of such SPONSORS: (And prior to doing so we should define what a sponsor actually is?

A Sponsor is someone who vouches for, financially backs, pledges and or promises the validity of another person in return for advertising time.) Burton as anyone in this industry could agree is the stalwart of what everyone wants to be. R.E.D. (or Rider Enhancement Devices) is their accessory wing similar to what DaKine was when Burton created R.E.D. Oakley is an eyewear company with perceived credibility prior them being purchased by Luxottica. Volcom too was once core but eventually went the way of public richness (I mean finance) and became a corporation at the mercy of your fathers retirement fund manager. Volcom is no a longer board sports brand it is a company that is traded on NASDEQ. Don’t even get me started on Adio. You mean to tell me that the “ambassador” of what I know and love is actually getting paid by the #1 and #2 snowboard brands at the same time? Check it out if you don’t believe: Yes Adio is owned by K2 (which essentially is MR. COFFEE… but we won’t go there right now) Oh… and our sports “ambassador” also has a conflict between his console sponsor and his softwear sponsor because Playstation and X-Box (for which UbiSoft develops programing for) are direct competitors. Nevermind that Mr. White drives a Lamborghini. The Chrysler Corporation, (which was recently acquired by Cerberus Capital ), owners of the JEEP Trademark, brand name and marketing strategies, sold Lamborghini to an outside investment firm named “Mega Tech” 14 years ago. (Since then Lamborghini has been sold to Audi AG, part of the Volkswagen Group.) Target is where I draw the line! So… in July I can go into any # of the 1900+ Target stores and buy “Shaun White” Clothing? Aside from the generous contributions to Mr. Whites wallet….is there any reason I can’t buy the collection at my local snowboard / skateboard shop where I would rather make such a purchase?

Can’t your brother design the line… and have the same people that are promising you it be made… turn it into a profitable snowboard / skateboard shop entity? Why the fuck would any shop want to sell anything with your name on it after you have sold our souls and made us look stupid. Because you know how to ride a snowboard better in the halfpipe then any snowboarder before you? Fuckin’ Lame! for the future of this sport if you ask me. You should step down as “our” ambassador!

And…. there is still Motorola and HP… Point is this: Shaun White is projected by some to make aprox. $10 million this year. Will you be making that much money this year? Could this be a reasonable representation for a person to be considered an ambassador of your sport? Think about it? And well you are doing so… how is your Amex account? Call those fuckers up and tell them you snowboard. Tell them they should wave your late fees and drop your interest rate 2 points…. and then come here and tell the world how far that got you? There was a time where being a snowboarder meant something…. let’s bring that time back! Out>