What constitutes “selling out” has been an ongoing topic of debate in the snowboard world, and attitudes have shifted over time. Outside Magazine wrote a great article on the subject back in 2002 ("The Cool Sellout") that detailed the internal and external pressures that dogged newly minted Olympic medalists Ross Powers, Danny Kass, and J.J. Thomas. Asked why he turned down a deal from Pepsi’s Mountain Dew in favor of Coke’s Nestea Cool despite the fact that Pepsi was offering more money, Kass - everyone’s favorite stereotype - replied, "Because I don't want to Do the Dew - Dude." I don't know what Target's slogan is, but I'm sure it's not difficult to repeat in a manner dripping with sarcasm.
As a member of the YouTube Generation, my feelings on this issue come from two decades in the ski and snowboard industry, and a lifetime spent being bombarded by corporate messages. I have no problem with White or any other snowboarder making money hand-over-fist. What I do have a problem with is when pro snowboarders, the acknowledged public spokesmen and women of our sport, lend their name or likeness to something that has little to no connection to the sport, a category I put Target in.
Breaking down White’s sponsorships, we see that HP makes useful electronics; Amex lets us charge lift tickets and gear; Jeep and Red Bull get us to the mountains in one piece; Motorola helps us communicate on the mountain; Sony makes the Playstation, which keeps us stoked when we’re not riding; and R.E.D./Burton are, well, Burton. All legit companies with something to offer the world of snowboarding - something I think Target lacks. The clothing isn’t even functional! It’s just your standard issue garbage that companies offer in an attempt to piggyback off something they have no business being involved in.
In fairness to the Flying Tomato (dude, you’re selling stuff at Target - that’s reason enough for me to use the nickname you so despise), other action-sports athletes are sponsored by the big bulls-eye, including fellow X-Games athletes Simon Dumont, Matt Hoffman and Nate Adams. But none of them have their own line of anything at Target. It’s bad enough they’re sponsored by this snowboarding non-entity, but at least they’re not hawking glorified garbage to poseurs.
Let me know how you feel by voting in the poll posted below the blog entry on this topic. You can find it here: Has Shaun White Sold Out?
