Burton Collaborates With Run DMC
Burton 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 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 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 mind-blowing design of the 7.7 DJ Boards makes them a coveted collector’s item with auction proceeds benefitting two life-changing foundations: the Chill Foundation , which inspires youth to overcome challenges through boardsports 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.”
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.”
