Jake Burton’s voice resonated across snowboarding, from the founding of his company in 1977 through his passing in 2019. During that period, Burton Snowboards went from producing simple wooden surf-inspired boards to making technology-infused sticks of carbon and stainless steel. Along the way, Jake advocated for the young sport, pushing for acceptance among skeptical ski areas and public opinion. It was a formative time.
Now, Jake’s spirit lives on in Burton’s new “From Burton to the World” collection, a limited-edition series of boards, soft goods, and accessories inscribed with his best quotes. Some are playful, some philosophical. The Burton Global Team debuted the collection this month at the X-Games in Aspen and the Laax Open in Switzerland. Global availability starts on February 3rd on Burton.com and at select flagship stores and retail partners.
Jake Burton’s words and the mindset that built snowboarding
For the collection, Burton Team riders collaborated with designers and selected their favorite sayings. The outcome was six snowboards in vivid shades, reflecting Jake’s forward-thinking, rebellious spirit. Hoodies, mittens, long-sleeve tees, a ball cap, and a beanie are also available. Perhaps the coolest part is a small envelope attached to each piece, containing stickers of the sayings.
“Jake built Burton on a simple belief: snowboarding brings people together,” said Donna Carpenter, Burton Owner & Chair of the Board. “While we watch individual athletes compete, what Jake understood and what our riders embody is that snowboarding has always been about community. ‘From Burton to the World’celebrates this spirit. Each board carries Jake’s words, but more importantly, ‘From Burton to the World’ represents the passion snowboarders share on and off the mountain. This collection is a tribute to Jake’s vision, which is now carried forward by riders around the world who continue to push the sport while staying true to its soul.
The collection’s quotes include:
“HAVE AS MUCH FUN AS POSSIBLE”
Ridden by: Oliver Martin (USA), Gaon Choi (Korea), Hiroto Ogiwara (Japan),YimingSu(China),Mitsuki Ono (Japan), Nicola Liviero (Italy), Shaotong Wu (China)andClemens Millauer(Austria)
“RIDING IS WHERE THE ENERGY COMES FROM & IT’S ALSO WHERE IT GOES”
Ridden by: Anna Gasser (Austria), Ayumu Hirano (Japan), Hanna Karrer (Austria), ReiraIwabuchi (Japan), Romain Allemand (France), Taiga Hasegawa (Japan) and Jakub Hrones (Czech Republic).
“HERE AT BURTON WE TAKE OUR FUN SERIOUSLY”
Ridden by: Brock Crouch (USA), Jiayu Liu (China), Jonas Hasler (Switzerland), LeonVockensperger (Germany), Øyvind Kirkhus (Norway), Telma Sarkipajou (Finland), DaneMenzies (New Zealand), Zoi Sadowski-Synnott (New Zealand).
“THE BEST THING ABOUT SNOWBOARDING–IT’S NOT HOW YOU LOOK BUT HOW YOU FEEL”
Ridden by: Shuichiro Shigeno (Japan)
“BELIEVE IN SNOWBOARDING”
Ridden by: Kaishu Hirano (Japan).
“QUESTION: IS SNOWBOARDING A FAD? ANSWER: GET SERIOUS”
Ridden by: Cam Melville Ives (New Zealand),Clemens Millauer (Austria), Lu Yang (China),Mark McMorris (Canada), and Mari Fukada (Japan)
Not only does the collection carry Jake’s voice forward, but it serves as a reminder of what really matters in snowboarding. What could be more important than “Having as much fun as possible”? When I read these quotes, I can’t wait to get out on the hill.
