Following on the heels of House of Vans and Apple’s “Town Squares” concept comes Burton Snowboards hopes to create an entertainment hub in a new space that has become available at its global headquarters in Burtonton, Vermont, according to a story in Seven Days Vermont.
Burton Snowboards wants to repurpose warehouse space at its global headquarters in Burlington for an entertainment hub anchored by an 8,000-square-foot concert venue. . . Justin Worthley, the company’s senior vice president of human resources, envisions food and beer options that would complement the band space and turn the South End campus into a destination for visitors.
Beer is always important. Lots and lots of beer. Because drunk people are the best. Sadly, Burton will first have to get the zoning changed, as music venues are only allowed on Burlington’s Pine Street and must be under 5,000 square feet. Party on, Burlington.
We’d like to think that Burton itself is the product of Jake Carpenter’s “creativity,” but it seems that corporations outgrown their founders by design. It’s nice to see Jake getting back to doing the stuff he likes to do with the Mine 77 collection . . . even if it is made up of $700 jackets, $400 backpacks, and $60 tee shirts.
We’re not that interested in doing 1992 over again, but if you missed the first go-round then boy does Burton have something for you in their 92 Retro Collection. The capsule features Jason Ford-a-licious block color jackets, classic asym air 45 logo graphics on a Family Tree Speed Date, Trick Pilot, and Stun Gun boards and much, much more.
Honor the past while experiencing the latest performance with this modern, more technical take on an iconic era.
Iconic, indeed, but reminds us of something the band Jamie Wednesday once said, “Pop will eat itself.”
Burton has reportedly borrowed an employee from one of their largest dealers, REI Co-op. Sarah Crockett, the former VP of Integrated Marketing & Community Engagement at REI is now Burton’s chief marketing officer, according to a press release widely availableon theInternet.
“I’m thrilled to be joining such a passionate community at Burton,” said Sarah Crockett, CMO of Burton. “There’s a vibrancy here at Burton that Jake and Donna have built, and you can feel it the second you walk in the door. There is such an incredible foundation to build off of, from the talent and inspiration that our athletes emulate to leading with our values, including furthering our impact in sustainability. It’s a true pleasure to be able to join a team that is poised to drive this iconic brand into the next era, and I’m simply overjoyed to be a part of this next chapter.”
Sounds like Crockett is well suited for the delivery of stunning decks, reams of customer journey whitepaper, and digital directives on the propagation of Burton’s narratives. For the official word on the new hire, please follow the jump.
Longtime snowboard industry head Randy Torcom is the latest (of a growing list) to join the legal weed movement by taking a job at C21 Investments, as Vice President of Marketing. The company is focused on “building and acquiring market leading marijuana brands,” according to a press release.
“Brand integrity and authenticity are critical for success in the cannabis industry,” said Torcom. “C21 Investments is committed to a strong national and international brand strategy that delivers a compelling proposition of high-quality products, with life-style and value delivery that consumers can have a deep and meaningful connection with that will stand the test of time.”
Like, uh? Whoa! Sorry, just spilled our Cheetos. For the official word from . . . like, wait, what were we just saying? Oh, ha, whatever. (We apologize for resorting to old, cliche stoner jokes in spite of the fact that marijuana is now a respected, mostly legal, and sometimes elegant form of adult relaxation.)
Burton just launched their new 2018 Team USA Snowboarding uniforms inspired by NASA. Jake Burton, not always the biggest fan of snowboard team uniforms,has been very honored to outfit the team for the last four Olympics. Here is his explanation.
“The sport of snowboarding is neither nationalistic nor team-oriented in nature; however, all of that changes for a minute every four years during the Olympic Games,” said Jake Burton, Founder and Chairman of Burton Snowboards. “If the global expectations are that U.S. snowboarders represent their country in a uniform, then Burton wants to design and manufacture it. By doing so, we assure U.S. riders that they will have outerwear they can trust to perform at the highest level with a look they have input into and ultimately respect. Simply put, they want snowboarding outerwear, not athletic wear, and who better than Burton to provide it.”
If someone is going to do it, it might as well be Burton. And here’s what Greg Dacyshyn has come up with for 2018.
Inspired by the rich history of the American space program, the 2018 U.S. Snowboard Team uniform is both innovative in function and retro-futuristic in design. On the futuristic side, both the competition jacket and pant have a liquid metal look, thanks to an exclusive iridescent silver fabric coated in very fine, real aluminum. Burton custom developed the fabric solely for the 2018 uniform by infusing an extremely lightweight aluminum-coated fabric typically used for audio equipment with highly technical properties ideal for snowboarding in any weather condition. The end result is a super technical, lightweight and waterproof fabric that reflects and deflects light as well as sound. Next, to pay homage to the spirit of the American space program, the competition jacket also features hand-drawn patches depicting the American flag and ‘USA’ in space-age font. Even the inside of the jacket is highly detailed, with artwork sewn to the lining that includes Korean translations of helpful lighthearted phrases like ‘Do you speak English?’ and ‘Wish me luck!’.
We like ’em. Just wish they came with a full mirrored isolation helmet so we wouldn’t have to talk to people on the lift. Do they? For the official word from Burton, please follow the jump.
The dream of the step in is alive at Burton. Not to let that old idea die, Burton is now taking pre-orders for their latest version of the easy-in easy-out binding the “Step On.” Here’s what Jake has to say about it:
“Over five years ago, I challenged our hardgoods team to evolve the way snowboarders get in and out of bindings,” said Jake Burton, Founder & Chairman of Burton Snowboards. “Personally, I was sick of sitting down to strap in and knew we needed more convenience, which is one area where skiing has been ahead of us. I had very high expectations and didn’t want to compromise at all on performance or the ride feel. After hundreds of prototypes and thousands of hours of testing, Step On™ has exceeded everything I thought it would be. The convenience, comfort and feel is next level. Step On™ is the only thing I rode last season, and you won’t see me sitting down to strap in again.”
But will we see Jake sitting in the snow on a cold powder day using a borrowed ski pole to scrape all the snow and ice off the bottom of his boot before he steps on the new binding? That is the question. We haven’t ridden step-ins for a decade so we have no idea how they’re going to work. Hopefully, they’ve improved since the last time this technology was going to revolutionize snowboarding. For the official word from the Burton Corp, please follow the jump.
Burton Snowboards has reportedly decided to outsource their creative direction to their former creative director Greg Dacyshyn. Confused? Don’t be. It’s what corporations, city governments, and nations have been doing for awhile now. Here’s how Jake Burton explains it:
“Greg has been with me and Burton for over 20 years. In that time, he worked his way up from an entry-level position to Chief Creative Officer. He ultimately assumed responsibility for the look and feel of every product and marketing piece in our line,” Burton says. “He has always delivered a creative look that I have been comfortable with and (more importantly) that has been well received in the market. Under this new structure, Greg will continue to have the impact that he has had in the past while giving our VP of Product, Chris Cunningham and our Chief Marketing Officer, Anne-Marie Dacyshyn, the opportunity to execute and assume direct and complete responsibility for our product and marketing.”
Sounds like a perfect gig. Do all the fun stuff, while letting your wife take responsibility. Yessssss. For the official word from Burton, please follow the jump.
It’s still going. Large crowds still show up at the bottom of the halfpipe and Chloe Kim and Shaun White are still winning the US Open of Snowboarding. In other words, not much has changed at Burton’s long running snowboard activation at Vail, Colorado.
Shaun White came ready with an arsenal of tricks to defend his title against a packed field of contenders. White says, “I wanted to come out of the gate swinging. I knew everyone was going to be going for their hardest runs. I had to step it up.” And step it up he did, White put down his most progressive run ever posting a score of 92.74, winning with a nearly 10-point lead. His run started off with a lofty backside air, into a frontside double cork 1080 stalefish, upping the ante with a Cab double cork 1440 mute, into a frontside 540 stalefish, a backside double McTwist, and ending with a frontside 900 tail. This is the first time in competition that White has landed his Cab double cork 1440 followed by a double McTwist 1260 in what was a history-making halfpipe run at the final event of the 35th annual Burton U.S. Open.
Yeah, dog. For the official word from Burton Snowboards, please follow the jump.
Donna Carpenter, the CEO of Burton Snowboards, has decided to help out employees who are making their way to Washington DC for the Women’s March on Washington on January 21, 2017, according to a story in Cosmopolitan Magazine. Donna is giving employees who want to go two nights lodging and $250 cash towards travel. How’s that for support?
I knew there would be a lot of Burton women who were making the effort to get down to Washington,” Donna said. “They’re that type of people. We’re in Vermont, in Bernie-land. I had a lot of employees who were volunteering for Bernie [Sanders]. But it’s a long way from Burlington to Washington, D.C. For me, it’s all about numbers. What they need are numbers to make a point.
Not only does Burton live in Bernie-land, Bernie is like family to the company (literal family) so it makes sense. It will also be nice for everyone to get out in the streets of DC the day after Friday’s events. For more thoughts from Donna, click the link.
We’re not that interested in doing 1992 over again, but if you missed the first go-round then boy does Burton have something for you in their 
Burton has reportedly borrowed an employee from one of their largest dealers, REI Co-op. Sarah Crockett, the former VP of Integrated Marketing & Community Engagement at REI is now Burton’s chief marketing officer, according to a press release 
