Shaun White x BFGoodrich | The Upgrade

After the rather blatant tease earlier this week, we can now confirm that Shaun White has signed a major deal with BFGoodrich tires. White will essentially be the company’s face for it’s “Consumer Experience” program and has rolled out a giant multimedia campaign called “The Upgrade,” anchored here. Considering the central theme of the campaign is how to use your tires to become a better driver, it looks like crashing that Lambo is one of the smartest moves S Dub has made yet.