Alpine skiing TV, live stream schedule for 2022-23 World Cup season

In many ways, this fall, like so many others, is for Shaun White. The now-retired, three-time Olympic halfpipe champion was on a glacier in Switzerland earlier this month, taking turns spinning the halfpipe trying to figure out what’s working, what has potential and what needs a complete overhaul.

He is preparing for the winter, although this time there are no major competitions. He’s evaluating his snowboards, although this time he’s looking at what other people might like, not necessarily what he needs to win.

The first full season of retirement also marks the beginning of the 36-year-old’s first year as a full-fledged entrepreneur. The brand, which he launched with a soft open earlier this year in the run-up to the Beijing Olympics, will be fully operational from Monday. The name is Whitespace. It debuts with a limited range of snowboards and outerwear, and White, trying to be as calculating in the market as he is on the mountain, is in no hurry to put his business in competition with some of the giants in those industries.

“I have this image in my head, I look at a chairlift and I see my name” on the bottom of a snowboard, White said in a telephone interview with The Associated Press from Saas-Fee, Switzerland. “And it’s knowing that my product is being enjoyed by someone.”

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An iconoclast who bucked snowboarding traditions by making it cool to ride for money and medals, White says he wants his brand to stand out on the mountain as much as he does. One way to do that, he says, is to develop a personal touch to what he’s selling.

“Several pallets of boards showed up at my mom’s the other day,” White said. “We do it. But we don’t take a big swing. In the beginning we make about three jackets, two pants, three snowboards. If you think about the lineup, let’s do the essentials. I’m like, ‘If I were to go on a trip, what would I pack?’”

The eight months since White’s emotionally charged exit from the halfpipe in the mountains outside of Beijing have been a whirlwind one. He took the advice of his girlfriend, the actress Nina Dobrev, and made a bucket list of things he’d always wanted to do but hadn’t done. It began with a trip to the Super Bowl and, as his Instagram feed documents, included a visit to the top of the Burj Khalifa in Dubai, trips to Cannes and Monaco, and a chance to meet Formula 1 drivers Lewis Hamiltona breakthrough superstar in his sport who is roughly the same age as White.

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When asked what the most memorable moment of his early retirement was, White opened up about a trip to Avignon, France to visit Dobrev’s family.

“We hung out with her mom. Rode a bike around town,” White said. “The food was great. We’re hanging by the river. Go to the swap meet. Go to the fruit market. Just everyday things. It took time to visit someone else’s family and just spend some time. It’s about using that currency, which is time, and spending it on things I’ve put aside for so long.”

Do you regret quitting? White hasn’t felt many up to this point. Every now and then he thinks about his last run at the Olympic Games and his last day on the mountain. He attempted to complete the same run that had earned him his third gold medal four years earlier in South Korea. But he crashed and finished fourth. Even if he had landed that run, he probably wouldn’t have earned a gold in the end given the leaps his sport made between 2018 and 2022.

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At the end of that memorable contest, White took things in and hung around for about an hour after the final run, saying a heartfelt, tearful goodbye to his life as a competitive snowboarder.

“It’s too early to say everything is great,” he said. “I have moments where it’s like, ‘Ohhhh.’ After so many years of doing one thing and formulating a plan to try to be the best, how could you not?”

In many ways, however, he views the new business and its line of snowboards and apparel as simply a different kind of competition.

“How do I not only get myself, but also the brand, to be up to the occasion? Not only visually, but also in terms of performance. What will work?” Weiss said. “There are so many different ways to keep the fun of strategy and creativity and to think of the next task.”

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