Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you’ve made, and how you came to these decisions.
COVID19 has forced a lot of brands within our industry (and other industries) to rethink about how they approach product development. We worked towards the right balance of offense and defense, still focusing on providing new and exciting products, while maintaining strength and consistency in key parts of the line. You’ll see more Carry-Over throughout W22, a way to support our business without having to discount key products.
We also see a surge in need for splitboarding gear as the season approaches – with uncertainty of the resorts at full capacity, riders will be looking for a way to get outside and get after it. Splitboarding is the solution!
How much of your new line (pre-COVID) is normally dedicated to new models and artwork, and how has this changed, percentage-wise, for 21/22?
In Boards specifically we only made the decision to carry-over our entry pricepoint models as a way to support retailers with a longer selling period on product.
If you will be carrying over a larger proportion of your products than normal, how do you hope this will be received by retailers?
This will give retailers strength in their current W21 product being able to carry-forward to the following season, without worry of liquidation.
If you’re pressing ahead with new items, what are the top three most important products of next year’s line, and why? Please refer specifically to new products here, and not just new marketing stories.
Our splitboarding offering continues to focus on building equity and consistency, bringing all the W21 model offerings back into W22 (with updated graphics). Major changes we focused on in W21 included removing genders from our Family Tree offering, having sizes range from 142 to 170 in the solid board offerings, making a line that is inclusive to ALL. We also focused on matching our splitboard offerings to inline models. Creating a more consistent and clear line. For W22 we continue to bring in new and exciting solid models to our Family Tree, including a brand new Wide All-Mountain ripper the Show Stopper. This directional shape steps up stability and float with an extra-wide platform from tip to tail for riders in search of the widest ride possible. The Family Tree Show Stopper keeps it wide from tip to tail. Think stability at speed and railing turns without toe or heel drag. This directional shape has the taper and twin flex to offer a responsive ride with do-it-all performance for those who prefer a wide ride.
Sizes: 142, 148, 154, 158, 162
Bend: Directional Camber
There’s also a new Surfy playful board called the Wave Tracer with float in the front and power in the back for playful pow slashing and all-mountain exploration. Let go and find the freedom to ride the whole mountain the way you want. The Family Tree Wave Tracer brings the floaty feel and seamless drift of a tapered directional shape for pow-slashing fun. There’s still plenty of control and power under your back foot to keep it snappy and full of energy.
Sizes: 145, 150, 155, 160
Bend: Directional Flying V
We also brought back a previous season favorite, the Leader Board which is focused on technical big mountain riding – and accompanied the Leader Board with a split offering. This is geared towards more technical mountaineering style splitboarding – with a mellow sidecut for procedural control and materials that are able to absorb big jumps and drops. It’s all about big-mountain stability for riding steep lines and holding an edge when mistakes are simply not an option.
Burly stability and complete control under your feet. The Family Tree Leader Board combines directional camber and balanced freeride geometry for the stability to charge in steep, technical terrain. Riders looking for a board that responds to powerful input with unwavering control, this board is for you.
Sizes: 150, 154, 158, 162, 166
Bend: Directional Camber
We also have a really exciting new model in our main line, called the Blossom. A beautifully simple shape geared around creativity and fun with the line of team riders supporting this model, and the personality filled fun, love, and irreverence featured in the graphic. Artwork done by Burton Team Rider and artist Niels Schack. It’s inspired by a new generation of riders, who represent both NOW and the FUTURE. A collective of creativity, youthfulness, and progression beyond all measure.
Sizes: 149, 152, 155, 158, 162
Are you using any new materials in your hardware for 21/22? If so, what, and why? We’re interested in anything new in inserts / edges / cores / sidewalls / glue / resin/ wood types / base material etc here.
We have stayed pretty consistent to W21.
What about shapes? Anything new for 21/22? Does anything remain unexplored, or are there still advances to be made in shaping specifically?
Three new Family Tree shapes, please see the answer above.
In general, we don’t want to make new shapes just for shapes sake, we are focusing on offering shapes tailored to perform in specific terrains. Our Family Tree Project 3D offering is something where we see potential in further exploring and advancing shapes – it started as a limited “pilot” in deep winter 21, but we’re opening up this special line for W22 and will keep exploring in the coming seasons.
What new items do you have that are specifically aimed at entry level? Has this increased/decreased due to COVID-19? Please also mention anything new that’ll be aimed at the youth market.
Great new directional Board called Cartographer with a focused and approachable directional shape. Minor taper and the attitude of a Flight Attendant, and the right price point for the market.
Sizes: 149, 154, 159, 162, 154W, 159W
Bend: Directional Camber
Prices: Which area of the market do you primarily cater to, price-wise? Have you revisited this after the uncertainty of this past winter? We cater all price segments, no major changes.
Please tell us about the dominant visual themes in your 21/22 gear, including any interesting artist collabs you have lined up.
In our Family Tree collection, we continue to let the premium ride and performance speak for itself. Our goal is to create a beautiful piece of artwork under your feet that doesn’t take away from the intended purpose. You’ll see varying shades of grey wood grain throughout the line, making it one big collection!
Blossom: Niels Schack Collab
A beautifully simple shape geared around creativity and fun with the line of team riders supporting this model, and the personality filled fun, love, and irreverence featured in the graphic. Artwork done by Burton Team Rider and artist Niels Schack.
Feelgood: Photographer Jesse Dawson
Thinkers: Danny & Scott Lenhardt
Talent Scout: Sophy Hollington
Flight Attendant: Photographer Dean Blotto Gray
Park? Freeride? All-mountain?; where will your primary focus be in 21/22, and how much has that changed since 20/21?
We cater every rider but are seeing huge potential in freeriding – this is where our main focus was in W21 and we’re further expanding our Freeride offering for W22.