That was it - Whiteline. I had that confused in my mind with White Brothers, who make high-end mtn bike parts.
I recon my friend went with the sport, as he drives the car as his main non-bicycle transportation. My friend is chief engineer for Truvative, another company that makes high end bicycle parts. Just for interest, we use to be on the same bicycle racing team. Nothing like carving corners at high speed in a pack of 80 cyclists through tight city streets in a criterium to build steady nerves and an eye for a clean line. The skill set transfer right over to driving the WRX very nicely.