It's March 13 again, the day of the globe's tribute to Burton.
Hats off to Jake, a pioneer in snowboarding,
Salute to the skaters who rushed to freedom,
And to all of us with dreams, love and passion,
salute
Ride On and we ride together， Jake！
01 The Wise Ass Kid
Warm sunlight shines on the white slopes,
Speeding down the slopes of the snow,
The wind whistled in my ears,
Snow rolled up under his feet.
This is the beginning of the film, which is the picture that I remember most deeply in the whole film.
I think it's probably the picture jake remembers for the rest of his life.
I was taken back to that winter when I belonged to Jake Burton Carpenter.
In 1954, Jake was born in the United States to a middle-class family, the childhood life is happy and beautiful, although learning is not his strong point, but he perfectly inherited the strengths of both parents, obviously he is the most lively, naughty, clever little brother of the family's 4 children.
At the age of 7, this talented, athletic enthusiast and curious little wit experienced skiing with his parents on The Bromley Mountain in Vermont for the first time.
On Christmas at the age of 14, at his behest, Jake was offered a $10 Snurfer, his first Snurfer.
Yes, at that time, the veneer was not called Snowboard, but Snurfer (Snow+Surfer), similar to a surfboard, without a retainer, wearing ordinary shoes, relying on friction to fix the feet on the board, and the head of the board had a rope to pull in the hand. In short, it's a kind of irregular snow game spontaneously organized by a few young people. And it was this humble game that became Jake's lingering dream.
Snowy days,
Represents Jake's fondest memories of childhood.
It means free time to escape from school.
It also means that he can go out and play sledding.
Represents a great time for the whole family to spend together on vacation, and the first ski trip of my life.
Decades later,
Whenever tens of centimeters of heavy snow falls,
Jake would still be like a child, shouting in the office," "Go, go ski up the hill!"
This means that today is a day off for Burton.
02Mine77
The story of changing the world has never been easy.
Growing up in the rebellious years, Jake did not have an easy and happy life when he was young.
At the age of 13, jake's big brother lost his life in the Vietnam War;
At the age of 17, his mother, whom Jake considered a soul mate, died of leukemia.
Jake fell into endless loneliness.
"Loneliness" and "freedom" were the main themes of Jake's adolescent life.
During this frustrated time, Jake sought solace in the waves and the ocean.
The sea shaped his free soul, and the irregular waves created his character against the wind.
That lonely and free time allowed Jake to explore more possibilities in life with his own ideas.
It was also then that Jake's extremely gifted business acumen began to turn;
Compared with business acumen, Jake carries his never-ending love for snowboarding.
With his never-lessened passion for exploring the world,
It began his lifelong path of practice, failure, exploration, and warriorism.
In 1977, Jake quit his sister's job and settled in Londonderry, in a cramped barn in Vermont, where he spent his spare time every day building veneer models and testing them in the back hills, and the whole laughing man who called himself "the loser in the workshop" began to realize his dream through industrial machinery. He also introduced his first snowboard model, the Backhill (back mountain).
Since then, Jake Burton founded Burton.
Since then, the world has had its first veneer brand.
The era of veneer has arrived.
Jake says he didn't invent veneers or veneer motion.
"In my opinion, no one really invented the sport." But he saw the deeper nature of the sport from the start and knew what it would look like, and he wanted to shine into reality the dream of a group of young people "snow surfing."
03 Passion
People say that great things are "invented" twice, once to make them conceptually and technically possible, and once to walk into everyone's lives and build the world's cognition. And both, in Jake, I see textbook interpretations.
Whenever I mention this sentence, I can't help but think of Jobs, who died the same early, the same two great "inventions", and the same experience of hardship, confusion, doubt and bitter search, which may be the spirit of the "godfather".
Jobs once said, "To live is to change the world." For Jake Burton, making more free souls happy with snowboarding is his lifelong persistence.
At that time, the double-board factory was even more scornful of the veneer, and the veneer factory was even more difficult to find a bank to finance it.
At that time, even in the United States, no snow field allowed snowboarding.
At that time, veneers were considered a safety hazard in the snow field.
At the time, this strange sport was seen as "anticultural" by ski enthusiasts.
……
In the words of Mrs. Donna, life is full of difficulties, and every day they face endless problems, and they never seem to consider giving up, just because of the word "Passion".
It is such a group of people who burn their passion and subvert the way the world looks.
If you want to change the public's perception, first of all, you constantly recreate the product.
In order to eliminate people's vigilance and prejudice against snowboarding, Jake Burton made a series of technical improvements and safety improvements, and personally demonstrated snowboarding to the directors of the ski resort, repeatedly confirming the stability of the snowboard on the magic carpet.
Finally, in 1982, after a hard struggle, the Suicide Six Ski Resort in Vermont became one of the first snowsplates in the United States to allow snowboarding, and although it was a small snowfield with a drop of only 200 meters, it opened the era of snowboarding. Subsequently, Stratton Mountain became the first large ski slope to allow snowboarders to use the cable car.
In 1984, Jake went to Europe to find a technology partner, and after eating countless closed doors, finally an Austrian small and micro family business established a connection and began to produce the first single board product using a two-plate construction and A-Tex plate bottom.
In 1985, Jake created Burton's European headquarters in Innsbruck and moved to Europe for this purpose.
At the same time, Tom Sims, an old rival on the West Coast of the United States, successfully created a roundboard-tailed snowboard with the help of professional skater Terry Kidwell, making snowboarding backfoot possible, and Craig Kelly, who won a Grand Slam title for Sims, pushed Jake and Sims to the climax of the East-West battle.
The talented teenager, who nearly became a chemical engineer, eventually chose to return to the mountains and became Jake's lifelong friend. When he joined Burton, he famously said, "From now on, I will be your skater, but you will listen to me." Today, it is more famous for the AK series of products launched by Burton with his help.
Craig Kelly, the spiritual leader of countless snowboarders, became a world champion because he liked a sport, and also because he was tired and went to find freedom from the new, he was not occupied by anything, he was kidnapped. Finally, due to an avalanche, he was buried in the snowy mountains of Canada at the age of 36. The east-and-west dispute between Jake and Sims has gathered skaters with different styles, personalities and preferences, with insights and insights from different perspectives, jointly promoting the innovation of snowboard technology and the promotion of snowboard culture.
04 From Game to Game
In 1981, the first snowboard race was held in Ski Cooper in Leadville, Colorado, when the competition consisted of only one "speed straight across the finish line" and the participants were not allowed to take the cable car, but had to walk up the mountain.
In 1994, the International Olympic Committee officially announced the entry of snowboarding into the Nagano Winter Olympics in Japan, and since then more and more snowboard events have appeared in the Winter Olympics, Slalom, Halfpipe, Slopestyle, Boardercross, big air...
In 1997, Jake was interviewed by Sports Illustrated, and the article was titled "Veneer Chairman Jake Burton Turned Childhood Toys into An International Hit." How could one have imagined that a project that Time magazine called "the worst new sport" 10 years ago would be transformed into the field of the Winter Olympics.
From 1981 to 1988, for 18 years, a baby called "Snow Rushing Game" grew into an adult and became a world-scale sport.
From 1977 to 1997, in 30 years, snowboarding changed from an unacceptable outlier to a sport loved and sought after by the public. This is certainly not the effort of Jake Burton Carpenter alone, but he is by no means just the lucky one who has been chosen by the times at the right time and place.
It is better to say that luck is not afraid of difficulties, not afraid of setbacks, not afraid of trying, not afraid of challenges and a lifetime of perseverance.
Of course, Jake is also lucky, he has realized his passion and dreams and shared them with others. He rarely glides alone, and he always has friends on the way to explore the snowy mountains of the world, sharing the joy of sliding.
At the same time, his dream has also become the common cognition of countless people, from an idea, to a product, to the promotion of a sports culture. Jake has recreated something that is loved by free souls all over the world and allows us to be accompanied by it for a long time.
Jake used to tell everyone, Have as much fun as possible.
At the 2002 Winter Olympics in Salt Lake City, Jake witnessed Burton skaters Ross Powers and Kelly Clark win the Olympic veneer pool.
At the 2006 Winter Olympics in Turin, Jake watched Burton skaters Shaun White and Hannah Teter win the U-Pool event while wearing the uniforms that Burton had provided for the U.S. Snowboard Olympic Team.
At the 2014 Winter Olympics in Sochi, the snowboard Slopestyle entered the Winter Olympics for the first time, and Jake witnessed the honor moment of the five medals of the Burton skaters on the spot.
At the 2018 Winter Olympics in PyeongChang, Jake once again witnessed the victory of The Four Burton skaters.
The 2022 Beijing Winter Olympics is Jake's first absence from the Winter Olympics, but Burton's skaters are in the same state as Jake's attitude towards snowboarding:
appreciation for life and freedom。
At the start of the 2019 snow season, and on the day of the release of his favorite MINE77 series for the second-year release, Burton Co-CEO John Lacey wrote in an email to employees, "It is with a heavy heart that I tell you that Jack passed away peacefully last night in the company of his family and loved ones, which is the result of complications of a recurrence of cancer. He is our founder, the soul of snowboarding, and he is the one who created the sport we love. Jake Burton Carpenter died at the age of 65.
05 Bible
“When you focus on snowboarding，everything else will fall into place.”
——Jake
Jake has made snowboarding his bible, and his mission is to defeat all the difficulties he encounters. Of course, entrepreneurship is not a panacea. Donna cried and said he was too tired.
“What makes a mortal eternal is how people remember the one and still enlightened by the deeds. ”
Some people say that Jake was a "rule breaker", but it is these destroyers who will always be remembered by the times.
A mortal man becomes eternal because people can be inspired by him for a long time.
They share the common characteristic of starting a new industry, and in a way, they "subvert the world". This subversion, in essence, creates new demand. And this demand is for the masses. To quote an American media report, "Like all other pioneers, Jake Burton always sees its future potential in what others have forgotten." ”
Everyone who plays skiing has a BURTON in their heart, Burton made snowboarding, and snowboarding made Burton.
And snowboarding itself,
It was Jake's gift to the world.
Dear Rider，
You have given me love, and I am still legendary.
Dear Jake，
Thank you and ride in peace.
The snow in heaven must be very white.
Thank you for the gift of staying on earth, so gentle.
Snowy days should be good,
Judas is still here.