Mike LewisSHARE
Prophecy: $300 & Custom EST: $180
Burton.com
Dealer Service 800-367-2951, info@burton.com
Chris Cunningham, business unit director – bindings:
What are the top three developments and trends in next year’s bindings?
- Expansion of EST
- Introduction of Re:Flex
- Strategic core updates
With EST, we continue to broaden the line with more options and more pricepoints. For 2011, we have updated nearly every EST model in the line with either new BED’s, upgraded hi-backs, new pricepoints, etc. On the C60 EST we have an all new MegaBED Air, which provides the rider will full air padding from toe to heel. On the Malavita EST we have added air padding to the hi-back, a limited edition winged hi-back option, and a new lower price. On the Cartel EST and Mission EST, both models have upgraded hi-backs. We have also introduced the new Custom EST at $179 to make riding The Channel with EST attainable for even more riders.
We are also extremely excited to introduce Re:Flex technology at the top of our disc offering. Through a revolutionary new baseplate and disc design, this technology blends some of the benefits of EST with the versatility of a disc binding. Rider benefits include 70% more underfoot flex than traditional disc bindings, 20% lighter baseplate design, more cushioning than traditional disc bindings, and compatibility with all mounting systems (Channel, 3D, and 4×4). It is introduced on the Prophecy at $299 and C02 at $369.
Last but not least we have put a ton of effort into the core of our line. Starting with the all new Cobrashark!—a new $179 model that blends the simplicity and performance of a Mission, with the ever popular winged hi-back we released last season on the Infidel. This binding is so good, even the haters won’t be able to resist. In addition, we have trickled hi-backs down in pricepoint, giving the Cartel, Mission, and Custom an improved hi-back over last year. On top of that, the Mission has also been upgraded with FullBED cushioning, the Cartel gets an upgraded baseplate with underpadding, and we have a new Malavita disc model replacing the Triad. On the women’s side, we have introduced a new Scribe disc model at $179, and developed an all new hi-back for the Stiletto.
Are you going to new materials?
We are doing a few things. First and foremost, we are expanding our GMP regrind process across the entire line above the $160 price point. This significantly reduces the amount of virgin material we use each year, while still maintaining the quality and lifetime guarantee on all baseplates. In addition to eco-friendly advances, we continue to work closely with our material partners to develop superior materials with a variety of flex characteristics.
What new technologies are being used in your line?
We have a few new tech stories this year, as mentioned above, such as our new Re:Flex baseplate and disc technology found on the CO2 and our new Prophecy binding. This technology allows for a more natural board flex, increased cushioning, and can be ridden on a Channel, 3D, or 4X4 board. This is the new standard in disc binding technology.
We have expanded air padding into more parts of the line. Once only found in our UltraStraps, we are now introducing air into the all new MegaBED Air on the C60 EST, and new hi-back air padding on the Malavita and Malavita EST.
Chris Cunningham
At our opening pricepoints, we have the all new Freestyle and Citizen ‘One-Up’ series. These are in addition to our traditional Freestyle and Citizen, but are new convenience based one-strap models for easier entry and exit. They ride amazing in all types of conditions and cut your entry/exit time in half.
Beyond that, we have plenty of other new tech. On the C02, C02 EST, and C60 EST, we have an all new React Strap that is thinner, lighter, and more responsive than ever. On the C02 EST, we have added B3 Gel dampening into the hi-back. Our new Gettagrip Capstrap is on everything down to the Cartel and Lexa.
The list goes on and on, but my fingers are getting tired of typing.
On the fashion side, what are the themes of your bindings and how are these translating as far as look and feel?
Hydrographics, water transfer decals, mirror chrome finishes—these are only a few of the color/graphic applications that we have used in the 2011 line. We have everything you’d expect from Burton, and even some things you would never expect. From 50’s pulp art on the Malavita, to the scribbling from some drunken artist on the Cobrashark!, to the clean lines of the C02, each model takes on its own unique feel. In the women’s line it was no holds bar on the shelf appeal of this line, and I haven’t seen a better line, ever. You are just going to have to see for yourself.
I wish they would fix their damn straps. I was always told they were ok with burton boots. I got some burton boots and they still hurt in the ankle and their cap toes fall off everytime you land a jump. They look like they are from the mid-90s. Time to go retro again eh.
So the Forum Shaka binding earns it's rookie stripes and works it's way into the Burton line-up in the form of the CO2 and Prophecy. The RnD guys working on Forum at the Project must be doing their nuts!
so did i see it right! the 2011 malavita hi-backs with the old school wings!? are they going to be in the 2011 line? if so i'm there!