This is an update to the original post.
In 2014 I predicted the 2014 and 2015 snowboard season would bring massive change into how Burton does brand marketing and Burton’s would shift its focus from hardgoods to softgoods. Whether the change was positive or negative it changed Burton snowboards forever. Burton now has more softgoods than hardgoods in their product line. So how and more importantly why did the snowboard leader Burton want to become a streetwear brand? Well, they why is easy enough to answer…money. How they did it has a lot has to do with Burton massively expanding its softgood selection. Softgoods are of t-shirts, socks, hoodies, flannels, jackets, pants, and even shorts. Once they expanded their product line Burton then took that massively offering of clothing and distributed it to stores that typically wouldn’t carry Burton snowboards and hardgoods. Enter Nordstrom, Urban Outfitters, and Zappos. Now you no longer have to visit a small, dimly light, and wax smelling snowboard shop to buy Burton products. The nostalgic smell of a snowboard being waxed always reminds me winter is on its way. After increasing its distribution Burton then increased their number of “Collabs” and partnered with brands that they may not considered partnering with in the past including Pixar and Disney. One of the collabs I am most pumped about is the partnership with artist Derek Nobbs who created one of the best snowboard graphics I have ever seen on a Burton board. The TWC Pro Snowboard is Shaun White’s pro model and only comes in one size a 156cm. It features Derek’s familiar nautically inspired artwork on the base and top sheet. The board itself is a beast and meant for advanced riders but that shouldn’t stop you from setting your sights on this board and learning how to ride it.