MINI has been, for as long as we can remember, a fun brand (perhaps the funniest of car brands). This is why associating MINI with an extreme sport is not as far-fetched as doing the same with another name in the industry.
True to its legacy, the British manufacturer owned by the Germans from BMW announced today it would partner with snowboard brand Burton and go side by side to the Burton European Open in Laax, Switzerland.
This first event is only the beginning of the collaboration between the two, as the partnership will extend to the entire Burton Global Open Series (BGOS). This means that MINI will be present at the Burton Canadian Open (1 to 6 February in Calgary, Canada) and the Burton US Open (7 to 13 March in Stratton, USA).
“MINI and Burton are the benchmark in their respective segments. This is a partnership between two very strong and emotional brands, both of which promote individual riding fun coupled with creative design,” said Wolfgang Armbrecht, senior vice president Brand Management at MINI. “Snowboards and cars are more than just means of locomotion – they represent a lifestyle.”
A competition for the riders in the aforementioned events will also be launched by MINI. Riders will be filmed as part in the “Creative Use of Space” challenge (videos can be seen at the following link). The most creative of the riders (based on viewers voting) will get a $25,000 prize from MINI. The voters are automatically signed up for a prize draw for a trip for four to one of the Burton Global Open Series events this season.
True to its legacy, the British manufacturer owned by the Germans from BMW announced today it would partner with snowboard brand Burton and go side by side to the Burton European Open in Laax, Switzerland.
This first event is only the beginning of the collaboration between the two, as the partnership will extend to the entire Burton Global Open Series (BGOS). This means that MINI will be present at the Burton Canadian Open (1 to 6 February in Calgary, Canada) and the Burton US Open (7 to 13 March in Stratton, USA).
“MINI and Burton are the benchmark in their respective segments. This is a partnership between two very strong and emotional brands, both of which promote individual riding fun coupled with creative design,” said Wolfgang Armbrecht, senior vice president Brand Management at MINI. “Snowboards and cars are more than just means of locomotion – they represent a lifestyle.”
A competition for the riders in the aforementioned events will also be launched by MINI. Riders will be filmed as part in the “Creative Use of Space” challenge (videos can be seen at the following link). The most creative of the riders (based on viewers voting) will get a $25,000 prize from MINI. The voters are automatically signed up for a prize draw for a trip for four to one of the Burton Global Open Series events this season.