Burton launches collab with hip hop pioneers Run DMC
Two pioneers from two different worlds are coming together in a cool new collaboration. Iconic snowboard brand Burton and hip hop legends Run DMC are collaborating on a limited-edition run of snowboards, boots, bindings, outerwear, streetwear, bags, and accessories that will be available for purchase on Burton.com on Feb. 15. In addition, a digital auction of 7.7 one-of-a-kind Burton x Run DMC snowboards will take place from Feb. 7-15 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 7-15. 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.
“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."
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."