1989: “Here at Burton we take our fun seriously.”

From Jake’s 1989 catalog intro. Snowboarding was growing more legit with global events, real deal pros, and more acceptance at ski resorts. This is where riders defined what our culture is really all about.

1989 Catalog

1992: “Question: Is snowboarding a fad? Answer: Get serious.”

From the 1992 catalog, an interview between Jake and an unnamed trade publication. Snowboarding still had its haters well into the 90s, but Jake always set the record straight.

1992 Catalog

1993: “Riding is where the energy comes from & it’s also where it goes.”

From Jake’s 1993 catalog intro alongside a photo sequence of Jake wiping out down an S-chute. At this point, Jake had one simple ethos: what’s best for riders is what’s best for snowboarding (and best for Burton).

1993 Catalog

2000: “The best thing about snowboarding is it’s not how you look but how you feel.”

Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.

2000 Catalog

2009: “Have as much fun as possible.”

This plain and simple piece of advice has become so engrained in Jake’s legacy because he never missed an opportunity to remind us. He wrote it down as his 2009 catalog intro, but more importantly he lived it every day.

2009 Catalog

2010: “Believe in snowboarding.”

This was Jake’s message to whoever picked up the 2010 catalog. He said, “The world around us will always change but our mission will remain the same. Ride as much as possible, progress the product and the sport, and inspire others to do the same.”

2010 Catalog