Shaun White’s Olympic Comeback Isn’t on the Snowboard
Shaun White, a name synonymous with snowboarding greatness, is back in the Olympic spotlight—but not where most fans expected. The three-time gold medalist, whose iconic “Flying Tomato” persona captured the world from Torino to PyeongChang, has officially retired from competitive snowboarding. Yet, here he is at the Milano Cortina Games, commanding attention from a completely different vantage point: the NBC broadcast booth.
For viewers tuning in to the Opening Ceremony, White’s presence was impossible to miss. With decades of Olympic experience behind him, he guided audiences through the Parade of Nations, sharing stories from his globe-trotting snowboarding career and giving fans a behind-the-scenes look at the life of an Olympian. But it wasn’t just analysis—White turned the booth into a showcase for his personal brands, talking about WHITESPACE, the snowboarding and active lifestyle brand he launched in 2024 and highlighting his Snow League, a professional global circuit he founded to push the sport forward.
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This isn’t just celebrity commentary. Shaun White is leveraging the platform to shape the next generation of winter sports. The Snow League, with a $2.2 million prize pool and a unique head-to-head points system, aims to create more professional opportunities for snowboarders and freeskiers. Meanwhile, WHITESPACE continues to grow, with gear and snowboards designed for performance and style. His commentary during the opening ceremony was, in many ways, an advertisement for his entrepreneurial ventures—but also a testament to how former athletes can remain central figures in their sport without competing.
Fans will notice the personal touch too. White shared anecdotes from his travels, from snowboarding in Switzerland to testing products during snowstorms in Chile and even touched on his family, giving a glimpse of the person behind the medals. It’s a reminder that Olympians don’t just live in the spotlight when they’re winning—they carry their experiences into new chapters, whether that’s business, mentorship, or media.
White’s transition from athlete to commentator and entrepreneur shows the evolving career paths for Olympic champions. While some may miss him on the halfpipe, his influence on the sport continues to grow. For viewers around the world, his role in Milano Cortina adds a unique dimension to the Games, blending nostalgia, insight and innovation.
Stay with us for ongoing coverage of the Milano Cortina Olympics. We’ll continue to bring you the latest updates, athlete stories and expert analysis as the Games unfold, keeping you connected to every moment on and off the snow.
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