Burton Sponsorship

When you first think of an Olympic event uniform, what do you think of? What color schemes, designs and patterns first come to mind? Probably something sleek looking, shiny and bright colors. However for Vancouver Winter Olympics in 2010 the U.S snowboarding team decided to go against the norm by releasing a plaid jacket and ripped dirty jeans looking pants.

The Olympic uniforms were created by Burton Boards; the leading company in snowboarding techonology and fashion. Burton is a sponsor of the U.S snowboarding team and showed their support by creating the plaid jacket and denim looking snow pants that represent a style of individuality and heritage of the Burton brand as well as the culture of the snowboarding sport. The uniforms represent a fresh look at the classic Americana fashion style with vintage looking demin and a plaid, preppy jacket with patches. Burton created these uniforms using only the best technology and fabrics to ensure the riders maximum comfort and support. The riders themselves were also involved in the development of the uniforms to ensure the overall design would maximize performance. The Burton brand stresses how the Olympic uniforms must represent the best and the worthiness of bearing the Burton name.

The creation of the Olympic uniforms by Burton was a way of marketing themselves and advertising their brand name by putting their brand on the uniforms of pro snowboarders on the Olympic team. The worthiness and value of the brand is demonstrated, and by designing a uniform that was out of the ordinary again shows the uniquness of the elite brand.

http://latimesblogs.latimes.com/alltherage/2009/12/burton-unveils-its-olympic-us-snowboard-team-uniform-for-2010.html