BURTON // RIDE EVERYTHING
Burton needed to pivot from snowboarding to outdoors and camping.
Idea: Apply the snowboarder's extreme lifestyle worldview to hiking and camping.
Transform San Francisco's famously hilly parks into rideable and gamified mountains that reward participants with local fame for inventiveness. Meet young outdoorsy people where they already are and make friends with them.
5 words or less: Invite inventiveness like Burton founder.