'Oh, No - Not In My Family': Burton's At It Again

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'Oh, No - Not In My Family': Burton's At It Again

By Roger Leo
November 03, 2008

What would winter be without furor over Burton, the world's wildly popular purveyor of snowboards and accessories?

Chat rooms fired up last winter over YouTube videos of riders poaching on terrain closed to snowboarders. It's two Burton snowboard lines this year - Love and Primo - the first with risque graphics of "beautiful babes" (what we used to call cheesecake), and the other with cartoon images of mutilation. Chat rooms again started buzzing and traditional media joined in, perhaps because of the twin themes of sex and violence.

Burton's CEO Laurent Potdevin has been widely quoted in staunch defense of artistic freedom and market share.

Parents shook their heads and fists.

Resorts including Okemo, Smugglers' Notch, Sugarbush, and five Vail Resorts banned employees from using either product while on duty. An ACLU lawyer opined the rules are legal.

Okemo General Manager Bruce Schmidt told employees in a memo: "In keeping with the family brand image, Okemo Mountain Resort employees will not be allowed to ride these Burton boards while working or in uniform. These snowboards are very similar to inappropriate posters or cartoons that may offend fellow workers or guests. While Okemo respects the individual decision that employees may make while not on the clock, we're hopeful employees will also refrain from riding these board during their off time while at Okemo."

Mad River Glen's Eric Friedman chimed in with tongue in cheek: "They're not welcome here either."

Easy for him to say. Mad River, of course, is one of the three resorts across the country that does not allow snowboards at all.

What It Means: We’re certain Mae West never rode a snowboard, but her oft-quoted line – “I don’t care what you say about me, just spell my name right” – applies. Guerilla marketing is an art form, too.

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Comments

Burton takes the "artistic freedom high ground", come on, it is only about creating press and a buzz which equates to more sales. At the end of the day it is market share and earnings that matter. The poaching videos speak volumes to this fact. They need to realize that they are PART OF the snow sports industry and as such need to be responsible to their partners. Burton needs a good solid competitor that is considerate, that would get their attention, loss of market share. Until that happens they will continue to do as they please.

Posted by: scott brandi | November 4, 2008 05:55 AM