When a Japanese company (Phoenix’s X-Nix) purchased the rights to dress the 1998 United States Olympic Snowboard Team Burton Snowboards thought that the whole idea of a “uniform” for snowboarders was a terrible idea. In fact, they said that it went against everything that snowboarding stood for.
Now that Burton is been the official snowboard team supplier for a second Olympics things are a quite different, according to a story in the New York Times.
“Board sports, for the most part, are about expressing individuality — that’s what makes them cool,” said Greg Dacyshyn, the company’s creative director. “So the whole uniform thing, you know, it’s a sensitive subject.” . . . “The inspiration was sort of that classic Americana look: the plaid blazer and old jeans,” Dacyshyn said. “Yeah, it’s a uniform, but it’s also an anti-uniform at the same time.”
But more importantly, the uniforms now sport a couple Burton logos. One thing is for sure: these uniforms are going to look real smooth behind gold medals.
[Link: New York Times]
Who cares what Burton thinks……..and that is my 2 cents.
I think before the last Olympics they did a good job addressing the change in their tune (and Dacyshyn acknowledges it in the quote). I would rather have them in control than X-Nix or whatever…
Burton’s change of tune is due to their change of business model. Who cares what SPIN they put on it, their attitude was good enough ten years ago, what changed?
Who cares who is “in control” of the snowboard Olympics uniforms? You really care?
If Burton wanted to make a statement about the individuality of snowboarding, they could remove the fucking Burton logos from those things, or make them tiny. But those logos are huge! It’s about nothing other than finding new ways to justify budgets to their shareholders. Oh wait, Jake still owns it, right? So who the hell is approving these decisions?
They obviously have made the transition from “snowboarders first” to “business first” and no matter how loudly they scream otherwise, the actions always speak louder than words. Hypocritical bullshit, and sad. They become like Nike– ubiquitous, easy to dislike, able to buy the best “athletes,” but still dominating in the snowboard product world. I’ve somehow justified owning Burton boards, and loved ’em, but I need to get different boards. Just another straw, but the final one. I’ve said Fuck Nike. Now, Fuck Burton.
Funny thing is ………….The uniforms will still be made in a CHINESE factory …….. no matter who “has the rights”
If Burton makes the uniforms in the USA and gives some local workers jobs ….. I will buy Burton products again.
burton…. that company that makes shit for the weekenders, right? yeah, i don’t give a fuck about those guys.
Don’t forget about the HP at Silverton that Burton did up for Shaun.
Really super duper nice from what I hear.
I hear Louie Vito is KILLING IT over at Coppe even without his very own HP.
GO Louie!!!
sherry – red bull built that pipe for shaun, not burton
Very nice job. Classy and appropriate for the venue.
”classy”…what, are you from fucking new jersey? do you like how the stripes on the jacket match the rips on the jeans-so… so very ed hardy anarchist.
You have no vision. keep living in the past.
I really wish they would sell these!! If ANYONE finds out where they would be selling theses please let me know!!! Thanks
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