Not sure whether to be stoked or scared, but Burton Snowboards have launched a new 'blog' platform website - burtongirls.com - a space where pro athletes, writers, musicians, fashionistas and other snow-loving friends can share thoughts and loves on snowboarding.
From Hannah Teter's advice on organic food, Gabi Viter's party pics, to Snowboarder magazine Online Editor Laura Austin on travel, pro rider Linn Haug's fashion tips and Joy Bryant's style news, burtongirls.com is set to add a lifestyle angle to the often male-saturated marketing of the historic brand. The site also follows on from the launch of their more street, less technical, but always covetable, B by Burton ladies line, plus legend Donna Carpenter's work behind pushing the progression of Burton's female product and athletes. And, linked to their fully functional online store, should sell more product too.
Potentially burtongirls.com could be amazing. But, with riders having busy contest and filming schedules, plus their own websites and blogs to update, (and, more than likely, little pay for posts) I hope this brilliant idea doesn't turn into another neglected ghost-town of a site by mid season.
Equally, could this be more evidence that a rider's social media savvy and popularity is more important to sponsors than talent? With a blog, twitter and facebook fan page now de-riguer for pro-riders, there's a real risk that skills in the virtual world may outweigh those in reality. Let's hope not - and that people take heed of Travis Rice's mantra behind Art of Flight, when he reminds us to unplug, find balance and get outside.
Burtongirls.com looks creative, fun, inspiring and if it gets more females riding then brilliant. But, why 'girls' and not 'women'? I stopped thinking of myself as a 'girl' at 19 - but the snowboard industry's love for that word has patronised me and put me in my place ever since...
Double rant over. Watch below to find out more about this unique space in snow: