Press Release:
Burton Snowboards in Collaboration with the Grateful Dead Presents
the New Easy Livin’ Board Series for Winter 13
BURLINGTON, VT (October 5, 2011) Burton Snowboards and the Grateful Dead have partnered up this season to bring riders the new Easy Livin’ snowboard series.
The Easy Livin’ board, available now, comes in three different sizes and features iconic imagery from the Grateful Dead, including the legendary Steal Your Face, Skull and Roses and Dancing Terrapins.
The collaboration was a great match for the two brands from dayone, as both have great legacies built on creativity, community, art and good vibes. The Easy Livin’ board was a natural choice for the collab, as Burton Rider Danny Davis who reps the board, has been a fan of the band and it’s art for years.
“The Steal your Face and Skull and Roses is just so sick and I always thought it wouldlook so good on a snowboard,” said Davis. “I think the boards came out amazing! I don’t think I will ever want to ride another graphic.”
Burton celebrated the launch of the new Easy Livin’ board series in Los Angeles last night at the Burton LA Flagship Store on Melrose. Snowboarders and Dead Heads came out in droves to check out the boards firsthand, and experience an authentic Burton X Grateful Dead experience.
The night included a first listen of never released Grateful Dead tracks, a menu of standard “lot” food and munchies, an exclusive limited-edition gift bag, and featured special guests David Lemieux, Producer and Legacy Manager for the Grateful Dead, and Burton pro Danny Davis among others.
With music playing a major role in the evening, DJ Turquoise Wisdom kept the good vibes going strong all night long with a vinyl mash-up of classic tunes and favorite Dead songs. A new CD-pack from the Grateful Dead, So Glad You Made it, was available as a gift with purchase for those that took home an Easy Livin’ board that night.
“The Grateful Dead are thrilled to collaborate with a cultural institution as significant as Burton on this new line of Grateful Dead inspired snow boards,” said Lemieux. “We’re always looking to partner with kindred spirits and feel we have found the perfect match in Burton.”
The Easy Livin’ boards are available now at Burton Flagship Stores and specialty retailers for a suggested retail price of 529.95. For more information on the boards, check out burton.com.
About Burton
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn. Since then, Burton has fueled the growth of snowboarding worldwide through its groundbreaking product lines, its team of top snowboarders and its grassroots efforts to get the sport accepted at resorts. In 1996, Burton began growing its family of brands to include boardsports and appare
l brands. Privately held and owned by Jake, Burton’s headquarters are in Burlington, Vermont with offices in California, Austria, Japan and Australia. For more information, visit www.burton.com.
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About Rhino Entertainment
Based in Burbank, California, Warner Music Group’s Rhino Entertainment was founded in 1978 and is the world’s leading pop culture label. Emphasizing flawless sound quality, bonus tracks, informative liner notes, award-winning creative packaging, an offbeat sense of humor, and a strong social conscience, Rhinocontinues to set the standard for excellence in the reissue business it pioneered in both the physical and digital worlds. Rhino is also expanding the definition of what a catalog music company is, as evidenced by the label’s recent name and likeness representation deal with Frank Sinatra and its multi-faceted relationship with Grateful Dead. The vast Rhino catalog of more than 5,000 CDs, videos, and digital exclusive albums features material by Aretha Franklin, Ray Charles, The Doors, Chicago, Black Sabbath, John Coltrane, Yes, Alice Cooper, Linda Ronstadt, The Ramones, The Monkees, Carly Simon, Curtis Mayfield, among many others.
