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SNOWBOARD KING JAKE BURTON FEATURED IN BOSTON GLOBE
Published December 18, 1997
Burton Snowboards Founder & President JAKE BURTON is profiled by Tony Chamberlain in the BOSTON GLOBE. Burton, "whose very name is synonymous with snowboarding, does not even claim to be a visionary. Or creator. Or inventor. Or, for that matter, revolutionary." Chamberlain: "Yet it is hard to imagine that snowboarding would ever have happened without Burton, who, despite his simple tastes, is president of the largest pure snowboard manufacturer in the world." In its first year, Burton said the company sold 300 snowboards and then "went up 100 percent" for "about" ten years. Now, sales are going up "around" 25% a year. Burton: "Eventually, boarding will be bigger than skiing." Burton, on the sport being recognized by the Olympics, and the Int'l Ski Federation's involvement: "Snowboarding isn't skiing and it isn't a team sport. Accepting and recognizing individualism is what the sport is built on. The concept of an American snowboard team traveling around the world, year in, year out, all dressed up in red-white-and-blue uniforms, is enough to make me gag" (BOSTON GLOBE, 12/18).