I love Burton too, but more in the abstract than in any real sense. They have done some oddball stuff over the past few years, things you might expect from a company that was taken over by pod-people, things like sending the US Snowboarding team to the Olympics in grandma's quilt.
The fact that a "Chief Creative Officer" is purportedly acting as a Number Two probably isn't a good sign, at least for people who are looking for more than fashion from a snowboard company. I'm pretty sure most of us like to think the values of the companies we support align with our own. I'm just not sure what Burton stands for anymore, in stark contrast to competitors like Jones, Arbor, Never Summer, Mervyn (maybe sticking to board building is the key?). I know that, despite my pleas, twice a year, Burton sends us a massive, expensively produced, full color catalog printed on cardstock that's full of almost nothing but clothes that I could have bought at Ragstock in the 80s. Nothing about the medium or the message appeals. It's Abercrombie and Fitch with dreadlocks and body odor. It's especially odd, since the last thing I bought from Burton was a helmet five seasons ago. It seems to me they need to either target the kids that are not yet interested in snowboarding or their parents that want them to be and I can't imagine they've hit either group squarely.
True that. It's a sad story. Thank heavens for niche operators that do one thing (or some things) better than anyone else!