“This past August, we presented the Burton Mystery Series concept to our team riders, including Mark McMorris, Danny Davis, Kelly Clark, Zeb Powell, Ben Ferguson, Brock Crouch, Red Gerard, Kimmy Fasani and the rest of the team and gathered their feedback,” said John Lacy, chief executive officer of Burton. “Overall, the energy was so positive about trying a totally new approach to snowboarding events with the goal of inviting more people to ride. We’re the first to say that we don’t have all the details completely mapped out for the Mystery Series and that’s 100 percent intentional. We want to be flexible with how the Mystery Series evolves. We want to work with our riders, our ambassadors and the global snowboarding community to create an event series that is inclusive of all abilities while also celebrating the best riders in the world.”
Apres and skiing and riding go hand-in-hand. A growing number of craft ski and distillery brands are taking advantage of that connection by partnering on everything from products to educational programs to increase brand awareness among consumers, whether they’re on the slopes or celebrating afterward.
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