Burton and FRAGMENT Announce Exclusive Collaboration
Burton Snowboards proudly unveils an exclusive collaboration with legendary Japanesedesigner, musician and
Seven days before the Olympic Opening Ceremony, Burton’s team riders are spread across the globe finalising preparation, adjusting to snow conditions, and settling into the rhythms that precede the biggest moment of a four-year cycle. When they drop in next week, they won’t just be representing their countries. They’ll also be carrying something else onto snowboarding’s most visible stage: words that predate the Olympics themselves.
In From Burton to the World: Jake’s Words on the Global Stage, we traced how Jake Burton Carpenter’s language, first printed in catalogues decades ago, has resurfaced on modern snowboards. This second chapter shifts the focus forward, onto the riders who now carry those words into mountains around the world, each interpreting them through their own culture, terrain, and style.
Burton’s current team spans more than 20 riders from across North America, Europe, Asia, and Oceania. It’s a rare snapshot of how global snowboarding has become, and how differently it can look depending on where it’s lived.
From established snowboard nations to rapidly growing scenes, these riders reflect snowboarding’s evolution into a truly worldwide culture. The diversity isn’t cosmetic. It’s experiential. Terrain, snow quality, access, and local history all shape how snowboarding is learned and expressed, and how Jake’s words are understood.
A phrase like “Have as much fun as possible” carries different weight depending on whether you grew up riding competition parks in Europe, backcountry zones in North America, or urban features in emerging snowboard markets. The words are the same. The interpretation is not.
European riders like Anna Gasser, Hanna Karrer, Leon Vockensperger, and Clemens Millauer represent a culture where structure, longevity, and technical refinement are deeply ingrained. Snowboarding here often develops through strong club systems and long-term athlete pathways.
In that context, “Riding is where the energy comes from & it’s also where it goes” reads as a reminder of balance, between training, competition, and sustainability. Time on snow isn’t just preparation; it’s preservation.
In Japan and across Asia, riders such as Ayumu Hirano, Reira Iwabuchi, Shuichiro Shigeno, Kaishu Hirano, and Gaon Choi reflect a snowboard culture rooted in discipline. Japan’s snowboard scene has long been among the most progressive in the world, pairing cutting-edge riding with an obsession for style, precision, and feel.
In Japan, “Believe in snowboarding” reads less like encouragement and more like a statement of fact. The country’s snowboard scene has long been among the most progressive in the world, setting global standards through precision, discipline, and relentless refinement.
North American riders like Mark McMorris and Brock Crouch, come from a culture where creativity, media presence, and personal style have long shaped snowboarding’s global image.
Here, “Here at Burton we take our fun seriously” reflects an understanding that progression doesn’t come from structure alone, it comes from play, experimentation, and freedom. Fun, in Jake’s sense, is not casual. It’s intentional.
From Oceania, riders like Zoi Sadowski-Synnott and Cam Melville Ives bring a perspective shaped by distance, travel, and adaptability. Snowboarding here has always required resilience, long seasons away from home and constant movement between hemispheres.
In that context, “The best thing about snowboarding – it’s not how you look but how you feel” speaks to an internal compass. When external validation is far away, feeling becomes the measure that matters most. And oh boy, they have the feeling for it!
With the Olympic Opening Ceremony just days away, these riders are entering a familiar but charged phase, one where preparation narrows, distractions fade, and intention sharpens. Soon, Jake’s words will move from catalogues to boards, to snow under the brightest spotlight the sport offers.
Not as slogans. Not as marketing. But as reminders carried by riders who live in different places, speak different languages, and ride for different reasons.
From Burton to the World has always described a journey outward. This moment shows the return: riders from around the globe bringing their own meaning back to the same simple ideas that helped shape snowboarding in the first place.
Burton Snowboards proudly unveils an exclusive collaboration with legendary Japanesedesigner, musician and
Ben Ferguson just turned 30, and the legendary Burton Custom is also
On a stage defined by progression and innovation, Volcom proudly unveils the
