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Dick Baker on Shaun White/Target deal

By Tiffany Montgomery
January 23, 2008 6:06 AM

I called Dick Baker yesterday to get more insight into snowboarder Shaun White's alliance with Target. Target announced yesterday Shaun would create a clothing collection for Target for back to school.


While Dick has worked in the surf industry for a decade, in his previous life he was in the New York fashion business and understands that side of the equation.


Dick said Shaun's decision is surprising since he is at the height of his popularity at the core level. It's one thing to be past your prime and do a deal with a mass retailer, but Shaun is young and killing it now. A special collection with Volcom or Burton for the core market would seem to make more sense, Dick said.


On the other hand, Target is the one mass retailer that could pull it off. Target has worked with hip designers to create special collections which have proven very popular.


"Target hasn't worked in the (action sports) sector in this way, but it doesn't mean it can't be successful," Dick said.


Overall, Dick's believes Shaun's decision is a "controversial move."


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