Cooped Up? Get Uncooped.

No hate on Shaun White. The guy simply dominates freestyle snowboarding and is always great to watch. But he does get some flak for selling out and watering down the sport with endorsements that range from Target clothes to chewing gum. And that flak is going to get a whole lot louder.

White is joining the ranks of Martha Stewart and Cindy Crawford in launching his very own  home wares line, which will consist of things like bed sheets and lamps. That's right, one of the biggest extreme sports icons in the world is getting all up in your duvet and valance. At Target.

White feels particularly qualified for the line because he's owned homes since he was 16--three altogether--and has found freedom and fun in decorating them up his own way.

Okay, maybe a little hate: Outside of maybe a line of douche or hemorrhoid cream, this is the lamest endorsement I could possibly imagine. White's stock is still high (unlike Crawford, Stewart or  Kathy Ireland), he should  be riding it to better, more logical things than comforters and piggy banks.

But I guess the guy clearly isn't worried about what Joe Public thinks and is doing his own thing. And I guess, in a way, that's the opposite of selling out (though I'm sure the big paycheck had more to do with the decision than his love for interior flair).

Still, if I ever see Kelly Slater power tools or Dean Potter underoos, I'm going to go apeshit. We've got enough pseudo-celebrities on television, magazines and the Internet; we don't need them all over our homes.

What do you think? Savvy business move or new bottom-barrel sell-out?

Via NY Times

• Shaun_White
• sellouts