Understandably Shaun White is squeezing out as much money as possible while his fame is at an all-time high. His celebrity status and marketability expands well beyond his traditional sports in which he’s made his name. Recognizing the fact he’s only 25 with more than three quarters of his life still to live who can blame him for trying to earn as much money as possible while he’s still on top.

Earlier this week he made headlines by being the only pro skateboarder to land on Forbes magazine’s Top 10 Sports Athlete Brands with an estimated value of $7 million.

Recently Shaun parted ways with large Action Sports sponsors like Red Bull to pursue more traditional larger mainstream sponsors such as driving cars with BF Goodrich and chewing gum with Stride.

His latest business venture has him partnering with D6 sports to develop Shaun White Supply Co. At the Dew Tour Las Vegas, SW will be announcing the launch of his all new line of action sports products. This hard goods line will include skateboards, bikes, protective gear, scooters, ramps, rails and action sports training aids.

That’s right, soon you’ll be able to buy a Shaun White BMX Bike, or a Shaun White Stunt Scooter.

It’s understandable what Shaun is trying to do, but stunt scooters and BMX bikes? There’s little doubt this line will be successful, especially with middle America but don’t expect the hard-core BMXers to stop buying Haro or Hoffman bikes for a cheaper bike endorsed by a snowboarder/skateboarder. But the kids in middle America will be over these products as they are designed to be affordable as well as endorsed by SW.

Has SW gone too far this time? Has he moved too far from where he came from?

Not sure, but a famous philosopher once uttered this great piece of advice “Don’t hate the player, hate the game” -Snoop Dogg