This weekend I was reading 2007 Burton Catalog. I was reading the ladies section because I am doing some product design for women lately, and I wanted to poke around for some inspiration for patterns and stuff.
I found something that I thought was a pretty lame move on Burton’s part. There are several tips peppered through out the ladies section, and there was one called “Tips to Get Rad”.
I figured it was tips on how to get your head in the game when your just not feeling it, or whatever. I was curious what this would sound like coming from a girl, so I read it. Here is what it said:
“Tips To Get Rad
Ever feel like something just isn’t right?!
You can’t find your steez, which is causing the “gap” between your beanie and goggles to widen. Your confidence is at an all-time low and you just don’t know what to do?! How are you possibly going to get that snowboarder HUNK to notice you?! Don’t be SAD, it’s time to…
“GET RAD!”
1. Starting the day off with a hot beverage is KEY! Warm up that body!
2. Always have SPF captstick in your pocket. Sheer or tinted is a perk to make those lips irresistible!
3. Layering correctly is key! Make sure to have enough layers to keep you warm, but at the same time, don’t forget to have a tank top underneath. If those rays come out, it’s BRONZING time!
4. Music is a MUST! The beats give you the rhythm, the rhythm… gives you the style.. the style gets you.. the HUNK!
5. Gum or mints in the pocket.. PLUS!
6. NEVER FORGET… to WEAR YOUR SMILE!! ;)”
Alright, so I’ll just give you a minute to clean the vomit off of your mouth.
I found this pretty surprising coming from Burton, a company run by snowboarders and staffed with really awesome people. Sure, they are really huge, but the head of the company still rides 100+ days a year. It’s the fact that they are actually run by snowboarders and in tune with the sport that has made them so ridiculously successful. Well, that and the fact that they were one of the firsts. But they have always had their branding and design down pat. Then I read this, which to any person that actually snowboards because they love it is pretty insulting. I would think that if I was a girl I would be even more insulted - this suggests that girls are not on the mountain to ride, but to look pretty, and ofcourse to find some HUNKS. Unreal.
I guess there are definitly enough adolescent girls out there that this would be appealing to, but I think they should be careful about alienating the real snowboarders that have got the company to where it is today.
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04.23.07 / 6pm