Photo Credit: Jeffrey Mayer/WireImage
A new partnership between Run-DMC and snowboarding company Burton will launch this month.
The legacy of Run-DMC is making its mark on the world of snowboarding. A new partnership between the pioneering hip-hop trio and snowboarding company, Burton, will launch this month, including a limited-edition run of snowboards, boots, bindings, outerwear, streetwear, bags, and accessories.
In addition, a digital auction of 7.7 one-of-a-kind Burton x Run DMC snowboards will also be held from February 7 to 15, benefitting the Chill Foundation and Jam Master Jay Foundation. Constructed by hand at Burton Headquarters in Vermont, the turntable-inspired boards pays homage to Jam Master Jay’s DJ setup, also highlighting vintage vinyl records mounted in the board channel, with specialty packaging inspired by metal DJ gear transport case.
Photo Credit: Burton
Photo Credit: Burton
Photo Credit: Burton
"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 in a statement. “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 idea for this collaboration came from a tightly bound friendship rooted in passion for snowboarding,” explained George Burton Carpenter, about working with TJ and Jesse Mizell, sons of the late Jam Master Jay of Run-DMC.
Carpenter added, “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.”
Joseph "Rev Run" Simmons and Darryl "DMC" McDaniels of Run-DMC recently appeared on the 65th Annual Grammy Awards as part of the 50th Anniversary of Hip-Hop segment.
