Burton

New Era, New Edge, New Impact

In the early 1980s, Jake Burton Carpenter asked a world-changing question: what if we could surf on snow? His bold reply defied the rules and reshaped mountain culture forever – pioneering a sport that challenged physical limits and tapped into next-level passion while bringing a new generation of creators to the mountain.

Today, snowboarding is everywhere. And with the influx of new brands entering the category every day, Burton risked losing its place as a challenger and its edge as category creator and leader. So they partnered with BBMG to reveal the next frontier of their brand purpose and reignite their passion for change.

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Audience Research
Personas & Segmentation
Brand Strategy
Sustainability & Social Impact Platform

Standing Sideways with Burton’s Team

At Burton’s headquarters in Vermont, we went deep in conversations with old and new employees alike to capture the company’s pioneering spirit, personality and history – and distill the brand’s unique DNA for an authentic, forward-looking brand strategy that would thrill an increasingly diverse, global audience of insatiable mountain enthusiasts who want to live their passions and follow their instincts.

Bringing Snowboarding’s Wild Energy to Everyone

We doubled down on the culture-shifting foundations of snowboarding and Jake’s wildly creative and irreverent spirit. And, to channel the leadership team’s vision for social and environmental impact, we crafted a brand purpose that could extend their positive influence in the wider world – taking on the sometimes crushing stresses of modern life by bringing snowboarding’s wild energy to everyone – so we can all show up awake and alive. Today, with a new brand strategy and playbook, Burton is inviting everyone to a mindset, a feeling, a community and a way of life that says come as you are, challenge the conventional, never settle and always stand sideways.

"Don’t change a thing."