Burton to Change Structure of its Brands
sad news for sure
It’s more of a statement - especially the unrealistic use of the word “give”.
However -
If the Forum brand is now such a worthless piece of money-hemorrhaging crap that Burton simply can’t afford to continue with it anymore, then by what logic could it possibly be classed as “competition” for Burton if someone else wanted to take it on and give it a go??? Either The Program brands are potentially profitable, or they’re not.
Same goes for Foursquare and Special Blend.
Rob Dyrdek picked up DNA Distribution (skateboarding brands Alien Workshop, Habitat and Reflex) from Burton - so there is a precedent. Perhaps because Burton didn’t se them as “competition’.
I actually didn’t know that about DNA. However while it’s similar, as you say, it’s a different market. Burton saved Forum once before, they kept that brand alive and now to release it to someone else would mean creating competition for themselves (and no doubt with all this publicity the brand would have a small chance at surviving) - unlike DNA where they were almost completely moving out of the market. Let’s be honest - Burton are not to blame for the failure of Forum. We are. We’re the ones who stopped buying it, therefore Burton has no need to keep it alive. They didn’t make this decision for the hell of it, they took into account sales and financial feasibility. This is most certainly our fault - When was the last time you saw someone buy a forum or even bought one yourself? Hell, I can’t even remember the last time I saw someone recommend a Forum.
I wouldn’t be surprised if this is a long term marketing campaign though. Burton has not said these brands are dead forever, they’ve even suggested they will reassess this is future - My thoughts are that down the track Forum will be resurrected in hopes it attracts high interest due to its history.
Either way, I’m stoked to hear about the change in direction for AG. As sad as it is for such a long standing brand like Forum to be leaving the scene, I won’t be losing sleep about the fact that the gear will be disappearing from retailers.
I love my Forum board and everyone that I know that rides Forum seems to be of the same opinion. I see them all over the place, so I don’t see how it would be “unprofitable”.
They have some really good models that people know and love:
The Destroyer, The Scallywag and the Manual.
And personally, I think they have / had some of the best graphics in the business.
Ah the Don’t Do It foundation!
Man I was an early adopter of that way back in 1997!!
When the stickers were rife and we used to stick them EVERYWHERE around Tahoe!
I honestly didn’t know it was still around!
I always thought it was an interesting decision to move John Jackson from the Forum team to the Burton team. I didn’t look into it too deeply at the time, but given this recent revelation, I wonder if those in the know at Burton knew this was coming. I could be totally wrong but it’s interesting for sure.
I think it’s funny, it seems like Peter Line has nothing to do with this campaign.
They have gone as far as to use his picture with a meme saying “Jake do the right thing” making out that Peter said that. I’m pretty sure Peter is pretty stoked the Jake Burton saved forum in the first place. They are probably good friends. If I was Peter I would be thoroughly PISSED at these guys.
It’s one thing to make a nice gesture and say Peter should take over (even though they didn’t ask him!) But it’s totally different if they start putting words in his mouth.
I’m not signing.
I reckon he’d be pissing himself with laughter.
Yeah probably
More companies will come out of from the riders who move on. It’s exciting news. This is tone down the Burton dominance of the industry. YES snowboards is a prime example of a great company which came from riders who lost sponsors.
Exactly!!!!!
And so the cycle continues!!!!!