But some of cycling’s most recognizable routes today exist only as pixels and code. Over the past decade, millions of riders have spent part of their season chasing fitness, competition, and community in virtual worlds, transforming indoor training from a solitary pursuit into a culture with its own landmarks, rituals, language, and achievements. What began as a practical solution for bad weather and limited daylight has matured into something far larger.

The first collaboration between Zwift and Swedish watchmaker Bravur recognizes that shift. The limited-edition timepiece translates the symbols and shared experiences of virtual cycling into a mechanical object designed to endure long after the ride is over.

Cycling has always attached meaning to objects. Frames, jerseys, race numbers, and watches become repositories for memories, milestones, and identity. Viewed through that lens, a watch celebrating a virtual riding world feels less like a novelty and more like the next chapter in cycling’s ongoing story.

The story behind this collaboration begins where many cycling stories do: with riders who refused to stop.

Zwift CEO and Co-Founder Eric Min discovered cycling as a young rider in New York City before eventually finding himself training indoors while building a career on Wall Street. Zwift emerged from a desire to recreate the competition, camaraderie, and unpredictability of riding with others, regardless of weather, geography, or schedule.

Bravur’s founders, Magnus and Johan, arrived at a similar destination from a different direction. The pair raced against each other throughout Sweden during the 1990s before eventually becoming business partners. Drawing on backgrounds in industrial design and a shared passion for the sport, they built a watch company where cycling remains a central source of inspiration and a recurring design language.

Limited to just 100 individually numbered pieces, the Bravur x Zwift watch may contain more cycling references per square millimeter than any watch Bravur has produced to date. At first glance, the design is restrained. Look closer and the details begin to reveal themselves.

The black dial serves as a condensed map of the Zwift experience. The Zwift logo anchors the dial at 12 o’clock, while a feather icon references one of the platform’s most coveted in-game power-ups. A lightning bolt symbolizes watts, the universal language of cycling performance. The textured center section takes inspiration from the volcanic terrain of Watopia, Zwift’s flagship virtual world, while a luminous ring surrounding the dial references the glowing wheels of the coveted Concept Z1 bike earned through accumulated climbing.

The orange seconds hand sweeps across the dial in Zwift’s signature color, becoming the watch’s most animated visual element. Around the perimeter, a castellated minute track recalls racing circuits and finish-line architecture familiar to followers of the Grand Tours.

Additional references are tucked throughout the watch for riders who know where to look. The caseback features Zwift’s familiar “Ride On” symbol alongside each watch’s individual production number and a custom Zwift pattern. A small “Designed in Watopia” detail provides another wink to riders who have logged countless miles through the platform’s digital landscape.

The watch is housed in a 37mm case crafted from 316L stainless steel and protected by a sapphire crystal. Water resistance is rated to 100 meters thanks to a screw-down crown. Inside beats the Swiss-made Sellita SW200-2 automatic movement, with final assembly completed in Båstad, Sweden.

It is a fitting combination for Bravur: Swiss mechanics interpreted through Swedish design.

Each watch ships with two black-and-orange straps and arrives packaged in a brown vegetable-tanned leather cycling bag inspired by the heritage of Europe’s great tours and monuments. Like the watch itself, it is intended to be used rather than displayed.

Production is limited to 100 individually numbered pieces, and Bravur says no future reissue is planned. Pre-orders open June 16, with deliveries expected to begin in June and July. ($1,195 USD on bravurwatches.com)

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The scale of the event continues to align with growth in the performance running footwear category. Carbon-plated racing shoes have expanded beyond elite-only use into broader retail distribution, including limited releases and collaborations tied to major race calendars, and brands including adidas, Nike, On, Tracksmith, and ASICS continue to position race-day product launches around major marathons.

The crossover between performance running and fashion was visible during London Fashion Week when Vanish was there in January, as technical running footwear appeared in runway presentations and showroom environments alongside seasonal apparel with performance models integrated into fashion contexts rather than separated from them.

Within this massive framework, Footpatrol and adidas have released a collaborative version of the Adizero Adios Pro 4 ahead of race weekend.

Footpatrol was founded in London in 2002, initially operating from a small courtyard space in Soho at a time when access to limited and international sneaker releases was more restricted. The store built its position by sourcing rare product, including Japanese exclusives and deadstock pairs, and became a distribution point for early consortium-level releases. It relocated to Berwick Street in 2010, where it remains, and expanded to a second location in Paris extending its footprint into another key European market.

The business operates as both a retailer and a collaborator. It has worked across brands including Nike, adidas, ASICS, Saucony, and Clarks, with a consistent focus on limited runs and launch-driven releases. Its positioning has remained tied to sneaker distribution and community engagement rather than scale retail, functioning as a release point for high-demand product and partnerships.

That history is directly relevant to this release. Performance running footwear—specifically carbon-plated race models—has historically been distributed through performance channels, with limited crossover into boutique retail. This collaboration places a race-day silhouette, the Adizero Adios Pro 4, into that distribution model, aligning a technical product with a retailer typically associated with limited sneaker releases.

The design references the built environments surrounding Footpatrol’s London and Paris locations. The upper uses a one-way stretch textile with metallic three-stripe branding incorporating 3M reflective elements, while the midsole retains LIGHTSTRIKE PRO foam, paired with carbon-infused ENERGYRODS designed for propulsion and efficiency over distance.

The release is timed to coincide with marathon week and is available through Footpatrol’s retail and online channels. Creative Direction and Photography by Anthony Lee.

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From Brooklyn to the mountains, Gensler’s perspective has shaped Vanish into what many now consider the outdoor avant-garde—a platform redefining how we engage with the outdoors.

Q: Could you introduce yourself?

I’m David Gensler, a strategist and designer currently living in New York, working on my brand, Vanish.

Q: Can you tell us about the background of Vanish Outdoor Magazine? When and why did you start it?

It was 2013, and I was walking to an Agenda trade show with the show’s founder—and my friend—Aaron Levant. I had just rebuilt the Leica Camera brand and helped facilitate the sale of Hasselblad to DJI. I was planning to take a break in my career to spend time in nature—fishing, being in the mountains, slowing things down.

The show was filled with outdoor brands like Poler, and something clicked. That night, I dreamt up Vanish as a platform to inspire people to engage with nature. At that moment, I wanted a kind of “Hypebeast for outdoor culture”—but it didn’t exist. So I created it.

At the same time, I was constantly looking at GO OUT magazine from Japan. I remember thinking, I’m either going to have to learn Japanese… or create my own outdoor culture magazine.

Q: You were living in Brooklyn at the time. Will Vanish Outdoor Magazine always sit between urban culture and nature?

Yeah, I spent most of my adult life—and early career—in Brooklyn. I love New York City, but my soul craves nature too much to have both feet planted in the city all the time.

Vanish will always exist between those two worlds. One foot in urban culture, the other in the outdoors—that’s our DNA.

Q: How has the Vanish brand evolved over the years?

For a long time, I was doing it solo. I was involved in other major projects, so I wasn’t fully focused on Vanish—but it was always my main passion.

Over time, I started dedicating more energy to it. I was also spending more time in nature personally, which naturally fed into the brand.

Then in 2017, I randomly met my partner, Dana Gleason, in Bozeman, Montana—and he kind of kicked my ass into gear.

Q: What do you mean by that?

He asked me what Vanish was, and I said, “We are the invasive species of the outdoor industry. We don’t fit in, and we don’t feel like we belong.”

He laughed and said, “You don’t. But that’s exactly why we need you.”

That stuck with me. I took that energy and got focused. We started experimenting—products, brand extensions like FishThing (angling culture), Landscape (hats), and collaborations with The North Face and Mystery Ranch.

In 2019, we partnered with ISPO to launch The Borderlands. It was a massive exhibition—a three-tiered city we built out of industrial scaffolding, featuring brands from around the world that represented our vision of cutting-edge outdoor culture and design.

It was a defining moment for Vanish Outdoor Magazine.

And then, not long after, COVID hit.

Continue the David Gensler Interview. This David Gensler interview explores how Vanish Outdoor Magazine is redefining outdoor culture.

This is Part 1 of our interview with David Gensler, founder of Vanish Outdoor Magazine.

In Part 2, Gensler explores design, authenticity, technology, and the future of outdoor culture.

→ Continue to Part 2 of the David Gensler interview

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There is a philosophical argument buried inside the adidas TERREX x Shmoofoil collaboration, and it goes something like this: the divide between a concrete curb and a mountain trail is largely invented. Movement is movement. Terrain is terrain. And nobody has spent more of his life proving that point than Mark Gonzales.

The Gonz — as he is universally known — is widely considered one of the pioneers of modern street skateboarding, named the “Most Influential Skateboarder of All Time” by Transworld Skateboarding magazine in 2011, finishing ahead of Tony Hawk and Rodney Mullen. What made him revolutionary wasn’t just technical ability — it was perception. Gonzales imagined the unthinkable, began exploring the previously untouched world of handrail skating, and his ability to work transitions inspired people to skate everything. A staircase became a launch ramp. A ledge became a canvas. The whole world was fair game. In 1986, he performed an ollie between a wave-shaped wall and platform at San Francisco’s Embarcadero Plaza — a trick so historically significant that the obstacle has been known as the “Gonz Gap” ever since.

That same restless re-perception of the world never stayed contained to a skateboard. Gonzales has been a prolific art-maker and writer-poet for decades, first showing his work in the early 1990s at Aaron Rose’s legendary Alleged Gallery, and has since been the subject of solo exhibitions at museums and galleries internationally. His raw, spontaneous style — expressive linework, dreamlike figures, poetic absurdity — has landed in galleries worldwide, yet remains rooted in skate culture. He’s a category-defying figure: not a skater who also makes art, not an artist who also skates, but something harder to pin down and therefore considerably more interesting.

The new Shmoofoil Collection for adidas TERREX is, in that sense, a perfect fit. At the center of it is the Skychaser GTX, a fully technical hiking shoe built on a GORE-TEX waterproof membrane, engineered for real terrain — not the kind of terrain you admire from a parking lot, but the kind that eats gear. The shoe pairs the agility of a trail runner with the support and durability of a hiking shoe, featuring a LIGHTSTRIKE EVA midsole for cushioning and responsiveness on technical terrain, with a moderate 10mm drop. Gonzales’ hand-drawn Shmoofoil universe finds its way onto the shoe’s insoles, a characteristically understated move — the art is there for you to find, not to perform.

“I’ve always been drawn to where worlds collide,” Gonzales said of the collaboration. “Whether it’s skating or art or the outdoors, it’s all movement, just different surfaces. TERREX builds products that are meant to actually be used and handle real terrain. That mattered to me. I wanted to shape something that performs without compromise, and make sure my world was built into it.”

It’s a statement that cuts to the ethos that’s defined his entire career. Skating, as Gonzales reinvented it, was never about a skatepark — it was about finding possibility in whatever surface existed. TERREX operates in a similar register: the brand’s whole premise is that the outdoors doesn’t start at a trailhead. The Skychaser is explicitly designed for those who move fluidly between concrete and dirt, which happens to describe the trajectory Gonzales has been tracing since the mid-1980s.

Beyond footwear, the Shmoofoil capsule extends into outerwear and apparel, each piece carrying Gonz’s hand-drawn work through reflective detailing, puff print, and screenprint applications — techniques that allow the art to shift depending on light and context, which feels appropriately Gonzales. The collection doesn’t subordinate function to aesthetics or aesthetics to function. Both coexist, neither compromised.

To launch the collection, adidas TERREX partnered with Portland’s Tactics for a community event on March 5, alongside the premiere of a short film shot between the shop and SEEK Skate Camp in Sandy, Oregon. The film follows an adidas team rider moving through city streets, forest trails, and mountain terrain — a visual essay on the premise underlying the entire collection. It is, perhaps, the most literal expression of the idea: one body, moving fluidly through every kind of surface the world offers.

Gonzales has been working with adidas since 1998, a relationship that has produced some of the most enduring collaborative footwear in skate history. But the TERREX partnership takes that relationship somewhere new — into technical outdoor performance, into the mountains, across the same kind of terrain that resists the comfortable categories we try to impose on movement and on people. Which, when you think about it, is exactly where The Gonz has always been.

The adidas TERREX x Shmoofoil Skychaser GTX is available beginning March 6 at adidas.com/mark_gonzales, priced at $170.

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Launched in the Fall of 2019, Beringia is a ‘development-driven brand that draws equally from design ideation, technical innovation, and advanced fiber and fabric engineering’. Prior to successfully launching Beringia, Bernie co-founded Duckworth, the only 100% Made-in-USA Merino wool clothing company, and has also played major roles in providing Brand and Marketing direction for outdoor powerhouses K2 and the SWATCH group, to name a few.

While Bernthal’s work experience is certainly commendable, he’ll be the first to tell you his story and Beringia’s span WELL beyond the confines of any office. As you’ll find out in this interview, Bernie is a true pioneer of the outdoor industry whose passion for nature and outdoor recreation has taken him on a multitude of worldly adventures over many decades. Through these experiences and shared passions of skiing, surfing, mountain climbing, and mother nature, Bernie’s formed friendships with like-minded folk – from across Europe to Japan – that have helped him propel Beringia into a reality.

We’ll leave it there and let Bernie takeover in sharing his perspective on Nature-Culture-Future…Strap in and get ready to enjoy the latest Wild Ingenuity™ adventure!

NATURE
Tell us a bit about yourself, your company/scope of work, and how nature is woven into your product strategy…

NATURE (continued)

CULTURE
Where do you go for inspiration and what out there in current culture is creating the best or most interesting vibes to motivate you?

Bernie: Really good design. Anything made with wool, the process to the final product. Kinda obvious and vanilla. The Japanese outdoor/street/fashion/textile scene is a pretty cool collision of styles that is producing an interesting aesthetic.

FUTURE
What does the future look like for your work and what’s on your mind as you look forward?

Bernie: Great timing to ask this question. I will never stop working and will always be looking to bring newness and change. I want to disrupt the commodity brands, find new, international, interesting like-minded people and brands to do cool stuff with to keep us young and active. It’s also inspiring to see the trending collision of sorts on the way between outdoor, technical, and fashion industries.

Follow Beringia on Instagram // learn more about Beringia’s Master of Bishu Collection here

Our many thanks to Bernie for offering his time, wisdom, and experience towards this piece!

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The UNESCO designation validates what visitors have been discovering for years: Kelowna’s food and drink story begins with the land—its natural beauty, agricultural bounty, and deep ability to connect people and place. With 800+ farms, 40+ wineries, and a flourishing craft beverage scene, the region’s unique terroir and microclimate inspire chefs, winemakers, brewers, and farmers to craft experiences that celebrate authenticity and true sense of place. It’s common here for ingredients harvested in the morning to appear on plates that evening, with chefs sharing the stories behind each producer involved in the meal.

Standing on The Royal Kelowna‘s rooftop terrace at sunset, glass of local Pinot Noir in hand, I grasp the scope of this achievement. The all-suite property, formerly known as the Royal Private Residence Club and now managed by Bellstar Hotels & Resorts, positions guests at the epicenter of Canada’s newest gastronomic capital. More than 2.2 million visitors annually experience Kelowna’s culinary scene: 400+ restaurants, vibrant farmers’ markets, and festivals that showcase food, wine, cider, craft beer, spirits, and community.

“This prestigious designation elevates Kelowna’s destination brand to an international level,” says Lisanne Ballantyne, President & CEO of Tourism Kelowna. “Becoming a city of gastronomy will attract new visitors, events and conferences, and is something very special to be proud of as residents.”

The transformation from agricultural town to UNESCO-recognized culinary destination began decades ago when estates like Mission Hill Family Estate arrived in 1981, bringing European sensibilities to these rolling hills. Today, Mission Hill stands as what The New York Times dubbed “The Versailles of the Valley,” its monastic-influenced stone arches and 12-story bell tower creating a sanctuary where time moves at the pace of fermentation. The Terrace Restaurant—recently reopened for 2025 under Executive Chef Patrick Gayler with a new Farmstead provisions line—ranks among the world’s top five winery restaurants according to Travel + Leisure.

The Royal Kelowna offers the perfect base to explore this newly crowned gastronomic landscape. Each of the 63 suites comes equipped with full gourmet kitchens, though with Kelowna’s dining renaissance reaching fever pitch in 2025, you might never turn on the stove. The one-, two-, and three-bedroom accommodations include private balconies, gas fireplaces, and in-suite laundry—amenities that encourage longer stays and deeper exploration of the UNESCO-designated culinary scene.

Downtown Kelowna’s dining evolution accelerates in 2025 with a wave of new openings. Wildling arrives in February near the brewery district, bringing a neighborhood gathering spot for humble food and global wines. Ask Pablo debuts in April from the team behind Humo Izakaya, channeling bustling cantinas and lively izakayas. Kin & Folk expands from Penticton in May with Asian-inspired cuisine drawing from global techniques and local producers. Even Sandrine French Pastry opens a second location in the Lower Mission with a walk-up gelato window and wine service.

The established stars that helped earn UNESCO recognition continue to shine. Waterfront Wines Restaurant maintains its dozen-year streak as Vancouver Magazine’s gold winner for the Okanagan’s Best Restaurant, with Chef Mark Filatow sourcing from over 20 local purveyors. OAK + CRU showcases a 100% Okanagan wine list, while recent award winners like Jackknife Brewing—which took second globally for best cheese slice at the 2024 International Pizza Expo—prove that Kelowna’s food scene extends well beyond wine pairings.

The Okanagan Valley’s wine country, representing 84% of British Columbia’s vineyard acreage, forms the backbone of this gastronomic recognition. More than 40 wineries dot the landscape around Kelowna alone, from Cedar Creek’s exceptional reds to Summerhill’s pyramid-aged wines. New additions like Folktale Cider with its 17-foot jumping pillow and West Kelowna’s Connector Brewing expand the craft beverage scene. For immersive experiences, The Outside Inn at Niche Wine Company offers design-forward cabins on a family vineyard, while Ciao Bella Winery has created authentic agritourism stays where guests experience vineyard life from pruning to harvest.

A Taste of Kelowna Food Tours, fresh off a 2024 Viator Experience Award, weaves through downtown featuring stops at artisan producers, craft breweries, and standout eateries. Lakeside Eco Sports, also a 2024 Viator award winner, offers e-bike wine tours through vineyards and lakeside trails—sustainable exploration that captures the valley’s commitment to environmental stewardship through its Biosphere Committed Businesses program.

Looking ahead, Okanagan College’s new $60 million Food, Wine & Tourism Centre (opening in 2027) will strengthen international collaboration through programs like the Taste of Place Summit and Chef Exchange Program—cementing Kelowna’s position in the global UNESCO Creative Cities Network.

Beyond the plate and glass, Kelowna offers adventures that complement its culinary status. The Myra Canyon Trestles feature 18 wooden bridges and two tunnels carved 1,000 meters above the valley floor—a 24-kilometer round trip between Myra and Ruth stations that offers one of Canada’s most spectacular rides or hikes. Knox Mountain Park provides sunrise and sunset views over the UNESCO-designated landscape via the Apex Trail, while the gentler Paul’s Tomb Trail ends at a secluded beach.

The Okanagan Rail Trail has evolved into something unexpected: a fully accessible cycling route that doubles as prime birdwatching territory. Starting at Rotary Marsh downtown, where marsh wrens and herons nest, the trail winds north through cottonwood stands alive with migrating songbirds. Johns Family Nature Conservancy Regional Park recently achieved Royal Astronomical Society designation as a Nocturnal Preserve—one of the few dark-sky sanctuaries in British Columbia where “Owl Prowls” and stargazing programs embrace the night.

Back at The Royal Kelowna, the rooftop infinity pool and three hot tubs offer a different perspective on Canada’s first City of Gastronomy—one best enjoyed with local wine as the sun sets behind the mountains. The property’s steam showers, fully equipped fitness center, and BBQ areas provide restoration between adventures. Complimentary bicycles let guests explore the waterfront promenade that connects beaches, parks, and the cultural district.

The property’s location proves strategic: five minutes’ walk to Okanagan Lake, steps from Bernard Avenue’s 70-plus boutiques, within the brewery district’s eight walkable craft beer destinations, and perfectly positioned for the Saturday Farmers’ and Crafters’ Market that exemplifies the farm-to-table philosophy UNESCO recognized.

As 2025 unfolds, Kelowna embraces its new status while preparing for spotlight events like the Canadian Country Music Awards in September and the World Curling Olympic Qualification Event in December. The summer brings Rock The Lake in July, NestFest in August, and Feast of Fields in September—celebrations that showcase the gastronomic culture UNESCO acknowledged.

The UNESCO designation recognizes what makes Kelowna unique: the connection between land (tmxwulaxw), people (tmixw), and plate runs deeper than tourism marketing. It’s the philosophy that Lisanne Ballantyne articulates: “Our unique terroir and microclimate inspire chefs, winemakers, brewmasters, cidermakers, and farmers to create experiences deeply rooted in place and community.”

Whether you arrive for wine, wilderness, or the promise of experiencing Canada’s only UNESCO City of Gastronomy, Kelowna reveals itself through each season and every meal. Spring brings new restaurant openings and vineyard awakenings. Summer delivers peak wine touring and lake adventures. Fall offers harvest experiences and wine festivals. Winter provides unexpected pleasures—wine tasting by fireplace, skiing at nearby Big White or Silver Star, and the clarity that comes with fewer crowds.

The Royal Kelowna provides the ideal perch from which to explore this newly recognized culinary capital—a modern interpretation of Okanagan hospitality where every suite frames a different view of the same essential truth: this is a landscape worth savoring, one sunset, one sip, one UNESCO-worthy bite at a time.

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The name, says founder Jake Bilbro, is a combination of Soul Shine (Allman Brothers Band) and Revelstoke (the ski area), and the wines are custom blended in Red, White, and Rose to achieve a replicable but nearly perfect taste for any situation to be shared outdoors with friends.

These sleek, lightweight, beautiful, re-closeable aluminum bottles are far from canned wine, and preserve the tradition of savoring and sharing high quality wine where before wine could not go — rafting trips, pool parties, hut trips and chair lifts.

Video produced and directed by Local Studio, images by Kylie Fly.

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Watch it now:

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“The idea for this collaboration came from a tightly bound friendship rooted in passion for snowboarding,” said George Burton Carpenter, about working with TJ and Jesse Mizell, sons of the late Jam Master Jay of Run DMC. “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.”

“As a child of the 80’s who owned an original Burton V tail and listened to Run DMC on a Walkman, I could not be more stoked to see this collaboration come to fruition, “said Matt Young, president of Bravado. “Two pioneers in their fields coming together on the 50th anniversary of Hip Hop is a story worth celebrating.”

“I was born in 1975, so my teenage years were all about the rise of snowboarding and hip-hop,” said AdrianJ Margelist, Chief Brand Officer at Burton. “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. To honor the year 1977 that Burton was founded, we created not 8, but 7 whole boards plus one board that is .7 the size. The 7.7 DJ Boards that are up for auction are once-in-a-lifetime pieces of art that honor snowboarding and hip-hop’s cultural impact, and I hope the boards will raise significant funds to benefit the inspiring work of both the Chill Foundation and the Jam Master Jay Foundation.”

Dropping next is the Mine77 x Run DMC collection available to Burton First Chair Loyalty Program members on February 14 for 24 hours of early access shopping before the official launch date on February 15. The Mine77 x Run DMC collection embodies hip-hop and snowboarding’s intertwined history of performance and culture and includes bold pieces like a Gore-Tex Tracksuit and hardgoods featuring turntables and tape cassette graphics.

Last but not least, the Burton x Run DMC collection will be available to First Chair Loyalty Program members on February 20 for 48 hours of early access shopping before the official launch date on February 22. The Burton x Run DMC collection celebrates the co-evolution of pioneering vision and style that Run DMC brought to hip-hop and Burton brought to snowboarding. This collection includes pieces inspired by Run DMC’s signature look, like the high-contrast Run DMC Frostner Jacket, a throwback hip pack, and a Process snowboard featuring a portrait of the group as base and topsheet graphics.

In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and dedicated the rest of his life to snowboarding. Since its founding, Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders, and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the outdoors. As a sustainability leader within the outdoor and winter sports industries, Burton is the world’s first snowboard company to become a certified B Corporation®. Privately held and owned by Donna Carpenter, Burton’s headquarters are in Burlington, Vermont with offices in Austria, Japan, Australia, Canada and China.

“This collab means absolutely the world to me and my brother Jesse, said TJ Mizell, son of the late Jam Master Jay of Run DMC. “My brother Jesse and I have been snowboarders since we were kids. Being a part of the snowboarding culture and a collaboration that celebrates my dad’s Run DMC legacy and Jake Burton’s legacy as a snowboarding pioneer is incredible. Getting involved with the collab design process was also really cool. Fashion, snowboarding and music, specifically hip-hop, really go hand-in-hand, and that’s what my brother and I have been born into, so it’s incredible to bring our sense of style to snowboarding through this Burton x Run DMC collaboration.”

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