Jake Burton Carpenter

And I don't know, it's hard to imagine like in this current landscape of digital media, like print was really important at the time, though.

We just got a chance to talk to Michael Jagger, who started JDK, which is like the famed agency that really was like the creative powerhouse behind Burton's visual culture for many decades.

And he was saying, he was like...

Transworld changed lives, just like Cream Magazine did in rock and roll.

Jen was born.

Big year.

And in snowboarding, some of our most OG brands, like we're talking Burton, we're talking Sims, we're talking Winterstick, they're kind of just getting started.

The energy's rolling.

That's what makes it so special.

It was developed back in 2008 in direct partnership with Jake Burton, the founder of Burton Snowboards.

He wanted to bring freestyle back to its raw, natural roots, back to the days when kids would just ride through the woods, jumping off rocks and sliding across fallen logs.

And Avoriaz was the very first resort in Europe to build one.

And this board tech was borrowed from one of Snowboarding's sideways cousins or parents.

windsurfing and eventually brought to freestyle snowboarding with some pretty famous models that came out from Burton and Santa Cruz.

But eventually, like all of this new technology, it found its way into the onto the endangered species list in the mid to late 90s.

And, you know, kind of as stances and styles change.

Yeah, so we're going to get into the history of all this, how we kind of got to this level and got away from it.

And we had a chance to talk to so many influential new and old friends for this one.

So I talked to Chris Copley, who was an early Burton rep and famously the voice of the U.S. Open for decades as their on-site announcer.

You know, the legendary U.S. Open halfpipe, he's the guy shouting it out, calling your name, calling the drop.

have to go and look.

Jake famously was like, it's not going to be freestyle.

It's going to be racing.

Because he came from where it was rock hard all the time and not from California.

things.

And it's funny because to me, step-ons are the exact opposite.

To me, they're like Jake Burton's last gift to snowboarding because he's the only guy that had enough money and enough fuck you attitude.

And he's so used to looking into the future to make this thing that is going to actually work.