In our February cover story, "Shaun White's Business is Red Hot," Fast Company Senior Editor Mark Borden, who wrote the article, told you that snowboarding gold medalist and skate boarder Shaun White had the creativity and authenticity to kill in the $150 billion youth market.
"White has sought out companies he truly connects with. Working with a tight team of advisers that include his 29-year-old brother, Jesse, and his agent, Mark Ervin of Img, White sees these deals as a long-term investment portfolio, something that will outlast his knees. Each corporation meshes with a discrete slice of his actual life, and with each one, White dives in and takes a central role, from the design of specific products to pulling deals together among his various partners. Last fall, his street-wear line appeared in Target stores across the country.