SOCHI, Russia — He rose to the top of his game when snowboarding was as much a cultural statement as an Olympic event. And by bringing home gold from the Turin Games, Shaun White became the face of his sport: The Flying Tomato, a fun-loving, freewheeling dude just stoked to be knee deep in pow, bro.
Now the long red locks are gone, and combining the words “Shaun White” and “Enterprises” yields the name of a company that designs apparel for Target and sunglasses for Oakley. He’s rubbed elbows with Colin Powell and Condoleezza Rice. Snowboard’s rock star now has his own rock band, and he cops to spending less time on his board.