Photo: BMW
When watching the MINI backflip a couple of days ago, some of you might've wondered what does MINI have to do with skiing. However, those of you passionate about snowboarding and MINIs already knew that the 2 of them (MINI and Burton snowboards) have been creating world-class snowboarding events for the last 2 years.
Those events include the Burton US Open, the Burton European Open, Burton Rail Days in Tokyo and the Burton High Fives in New Zealand. At each and every one of them, MINI was an official partner.
Seeing that the partnership proved to be successful, the 2 companies decided to sign a new, longer one for the next 3 years. “We’re delighted to add another chapter to the success we’ve enjoyed together over the past two years and to have found, in Burton, a trend-conscious partner who will join us in supporting young and creative people and their sport,” said Dr Kay Segler, Senior Vice President MINI Brand Management.
Greg Dacyshyn, Chief Creative Officer of Burton Snowboards, is also excited about the continued partnership between the brands: “MINI is a brand that truly understands Burton’s dedication to best-in-class product design and the creative lifestyle that surrounds snowboarding. We look forward to working with MINI on our pinnacle on-snow events for years to come.”
Even the RE:LAAX project was part of the MINI Burton collaboration and was showcased at the Burton European Open in Laax, Switzerland between February 4th and 9th 2013. One of the interesting offsprings of this joint-venture is the MINI Feature Award a competition between the slope-style course designers that awards the winner a grand prize of $5,000 dollars. The only criteria they have to oblige is that the slope they create includes a MINI in its design.
Seeing that the partnership proved to be successful, the 2 companies decided to sign a new, longer one for the next 3 years. “We’re delighted to add another chapter to the success we’ve enjoyed together over the past two years and to have found, in Burton, a trend-conscious partner who will join us in supporting young and creative people and their sport,” said Dr Kay Segler, Senior Vice President MINI Brand Management.
Greg Dacyshyn, Chief Creative Officer of Burton Snowboards, is also excited about the continued partnership between the brands: “MINI is a brand that truly understands Burton’s dedication to best-in-class product design and the creative lifestyle that surrounds snowboarding. We look forward to working with MINI on our pinnacle on-snow events for years to come.”
Even the RE:LAAX project was part of the MINI Burton collaboration and was showcased at the Burton European Open in Laax, Switzerland between February 4th and 9th 2013. One of the interesting offsprings of this joint-venture is the MINI Feature Award a competition between the slope-style course designers that awards the winner a grand prize of $5,000 dollars. The only criteria they have to oblige is that the slope they create includes a MINI in its design.
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