If it’s easier to ride, we can get more participants.” “Collectively, we’re changing the way people can get their boots and bindings. “The goal with trying to license Step On was to get it to become more of an industry platform-it’s more about Step On than it is about Burton Step On,” Fidler said. Nitro had attempted to develop its own mechanical binding systems but in the interest of more choices for consumers and easier handling for retailers, will now focus on manufacturing boots that are compatible with Burton’s tech. “We’ve been watching that grow season over season.”īurton has also licensed its proprietary Step On technology to third-party boot makers DC (in 2021) and Nitro (in 2022). “Five years in, that’s pretty substantial,” Fidler told me. While the technology has largely remained the same since it launched, in Winter 2022, Burton expands its size offerings on both sides of the spectrum-up to men’s 14 and 15 with XL bindings, as well as down to 3K in kids’ sizing.Īccording to Chris Fidler, Burton’s VP of global merchandising, the company is seeing Step On setups representing 50 percent of boots and bindings sales through its channels. In 2017, Burton shook up the snowboarding space yet again when it launched its Step On technology, a manifestation of Carpenter’s long-held belief that snowboarding should be more convenient and more accessible. Today, it’s valued at approximately $700 million. ![]() Though the brand faced little competition as it established itself as at the top of the market, companies like Salomon, RIDE and Arbor Snowboards gained a foothold in the space, forcing Burton to continue innovating and growing. Since Jake Burton Carpenter founded his eponymous snowboarding company out of his Vermont barn in 1977, Burton has been both a disruptor and an innovator in the snowsports space. ![]() ![]() Snowboarder Brock Crouch shows off Burton's Winter '22 step on technology in Aspen Jesse Dawson / Burton
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