Burton Collaborates with Run DMC on Two Collections Dropping in Mid-February.
The Knockturnal attended the Digital Auction of 7.7 Burton x Run DMC Collectable “DJ Boards” to Benefit the Jam Master Jay Foundation and the Chill Foundation.
BURLINGTON, VT, February 6th, 2023 – Burton, Bravado and Run DMC are excited to announce that a limited-edition run of snowboards, boots, bindings, outerwear, streetwear, bags, and accessories will be available for purchase on www.Burton.com on February 15th for the Mine77 x Run DMC collection and February 22nd for the Burton x Run DMC collection. In addition, a digital auction of 7.7 one-of-a-kind Burton x Run DMC snowboards will take place from February 7th-15th to benefit both the Chill Foundation and the Jam Master Jay Foundation.
“The idea for this collaboration came from a tightly bound friendship rooted in passion for snowboarding,” said George Burton Carpenter, about working with TJ and Jesse Mizell, sons of the late Jam Master Jay of Run DMC. “The Burton x Run DMC collection breathes life into the legacy of our fathers, or as the world knows them, Jam Master Jay of Run DMC, and Jake Burton of Burton Snowboards. Through this collaboration we carry on their legacy and amplify the connection between hip-hop and snowboarding. The designs remain true to our heritage while evolving the style and culture that we intend to pass on for generations to come.”
To kick off this legendary collaboration, 7.7 exclusive Mine77 x Run DMC collection “DJ Board” snowboards will be digitally auctioned on February 7th – 15th. Constructed by hand at Burton Headquarters in Vermont, the design of this true twin freestyle board pays homage to Jam Master Jay’s DJ setup, complete with vintage vinyl records mounted in the board channel and specialty packaging inspired by metal DJ gear transport cases. The 7.7 DJ Board’s mind-blowing design is a true limited-edition collector’s item, with auction proceeds to benefit the Chill Foundation and the Jam Master Jay Foundation, which provides funding and resources to support free public music education programs for inner city school students.
“I was born in 1975, so my teenage years were all about the rise of snowboarding and hip-hop,” said Adrian J Margelist, Chief Brand Officer at Burton. “Being a part of designing the Burton x Run DMC collaboration was a true honor and allowed me to time travel back to my teenage years for inspiration while incorporating today’s contemporary design elements. To honor the year 1977 that Burton was founded, we created not 8, but 7 whole boards plus one board that is .7 the size. The 7.7 DJ Boards that are up for auction are once-in-a-lifetime pieces of art that honor snowboarding and hip-hop’s cultural impact, and I hope the boards will raise significant funds to benefit the inspiring work of both the Chill Foundation and the Jam Master Jay Foundation.”
“As a child of the 80’s who owned an original Burton V tail and listened to Run DMC on a Walkman, I could not be more stoked to see this collaboration come to fruition, “said Matt Young, president of Bravado. “Two pioneers in their fields coming together on the 50th anniversary of Hip Hop is a story worth celebrating.”
Dropping next is the Mine77 x Run DMC collection available to Burton First Chair Loyalty Program members on February 14th for 24 hours of early access shopping before the official launch date on February 15th. The Mine77 x Run DMC collection embodies hip-hop and snowboarding’s intertwined history of performance and culture and includes bold pieces like a Gore-Tex Tracksuit and hardgoods featuring turntables and tape cassette graphics.
Last but not least, the Burton x Run DMC collection will be available to First Chair Loyalty Program members on February 20th for 48 hours of early access shopping before the official launch date on February 22nd. The Burton x Run DMC collection celebrates the co-evolution of pioneering vision and style that Run DMC brought to hip-hop and Burton brought to snowboarding. This collection includes pieces inspired by Run DMC’s signature look, like the high-contrast Run DMC Frostner Jacket, a throwback hip pack, and a Process snowboard featuring a portrait of the group as base and topsheet graphics.
“This collab means absolutely the world to me and my brother Jesse, said TJ Mizell, son of the late Jam Master Jay of Run DMC. “My brother Jesse and I have been snowboarders since we were kids. Being a part of the snowboarding culture and a collaboration that celebrates my dad’s Run DMC legacy and Jake Burton’s legacy as a snowboarding pioneer is incredible. Getting involved with the collab design process was also really cool. Fashion, snowboarding and music, specifically hip-hop, really go hand-in-hand, and that’s what my brother and I have been born into, so it’s incredible to bring our sense of style to snowboarding through this Burton x Run DMC collaboration.”
About Burton
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and dedicated the rest of his life to snowboarding. Since its founding, Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders, and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the outdoors. As a sustainability leader within the outdoor and winter sports industries, Burton is the world’s first snowboard company to become a certified B Corporation®. Privately held and owned by Donna Carpenter, Burton’s headquarters are in Burlington, Vermont with offices in Austria, Japan, Australia, Canada and China. For more information on Burton, head to www.burton.com and follow our line at facebook.com/burtonsnowboards, twitter.com/burtonsnowboard and @burtonsnowboards on Instagram.
About Bravado
Bravado lives at the crossroads of music, fashion and culture. We understand the power of smart merchandising, and we know how to create products that spark organic, emotional connections between fans and artists. Our world class capabilities have made us the leading provider of consumer, lifestyle and brand management services around the world. With teams in 40 countries, we create a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music. 50 years of Hip Hop Culture and this means so much. Thank you for the invite Eric @Eazuus Creative Director for Run DMC for the invite of this exclusive event.
