From trade shows to ski lifts, Burton and his growing snowboard community thumbed their nose to the elitist aspects of skiing and brought youth to the slopes - downhill racing on boards took hold in the northeast while halfpipe and freestyle took off on the West Coast. Burton embraced it all.

Jake Burton says " I saw a sport, but I didn't see Shaun White making the cover of Rolling Stone twice or snowboarding being in the Olympics." Learn about the there growth of snowboarding, burton as brand , the family and the snowboarding community.