Burton Featured By U.S. News & World Report
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Burton CEO Laurent Potdevin at Burton’s flagship store in Burlington, Vt.
Photo: Charlie Archambault for USN&WR
In case you were unaware, snowboarding has become mainstream. Yes, this is an obvious statement these days, but articles like the one posted to U.S. News & World Report’s Web site on Friday really drive the point home.
According to the article, “today, snowboarding is a mainstream pastime. ‘It’s at the point where you’ve got your little sister, your mom, and your grandma out there,’ says Joel Muzzey, senior editor of Transworld Snowboarding magazine. (Snowboarders have even come to peacefully coexist with skiers.) This demographic transformation of the sport, which has grown from 2.5 million participants in 1997 to more than 5 million today, poses challenges for snowboard manufacturers, who must stay true to the sport’s roots yet cater to the masses and a new generation of riders. (After all, the original misfits are now raising kids.)”
The rest of the article is an interesting profile of Big B and the challenges it faces in the war to be core vs. selling out and staying true to its roots.
While there may be pros and cons to the sport going mainstream, in a tough economic time, the more mainstream media coverage snowboarding gets, the better.
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With a smile like that, why would anybody hate on Burton?
Snowboarding certainly has “arrived/grown up” and Burton’s culture and exceptional inovation has played a huge roll in snowboarding’s sucess and level of enjoyment. It’s no wonder they are viewed as the leader even by the outside world.
Thanks Burton, keep leading the way… FWL
I would smile just as much if i had Laurent’s paycheck.
What you don’t see in that photo is that he is sucking in his massive beer gut from all those expensed steak & sushi dinners.
What you don’t see in that photo is Chez, alone in his room, not sucking anything but air that should be saved for people who actually do something with their lives. Die.
And this guy used to sell fancy boy hand bags…
barely can ride. go figure.
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