Burton is a mark of quality and pinnacle product in snowboarding, and no brand in its space has yet been able to compete with its dominance. In the 2000s, Burton put snowboarding on the world stage by sponsoring the Olympic team and signing Shaun White to a massive multi-year contract. The brand brought innovation to the table year after year, and created an industry that followed in its product innovation footsteps.
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Burton's iDiom line was originally designed for the Japanese market by Hiroshi Fujiwara, a series of desireable products that, in conjunction with his Nike and Head Porter projects, helped put him on the international map.