Burton Snowboards partners with By Association Only to redesign and rebuild its global ecommerce experience on Shopify Plus, creating a more dynamic, editorial-led platform that reflects the energy, creativity and community at the heart of one of snowboarding's most iconic brands.

Burton Snowboards was founded in 1977 in the Vermont barn of Jake Burton Carpenter.

What started as a hobby quickly grew into an ambition to “make the best snowboarding equipment in the world” whilst having “as much fun as possible.”

Today, having achieved both goals and played a pivotal role in growing snowboarding into a world-class sport, the brand continues to serve Burton’s global community by creating groundbreaking products and supporting a team of top snowboarders.

While the brand continues to push the sport forward, its digital experience had become increasingly difficult to evolve.

Built on Salesforce Commerce Cloud, the existing platform limited content creation, relied heavily on developer support, and no longer captured the personality that has defined Burton since 1977.

Rather than simply migrating platforms, Burton saw an opportunity to rethink the role of Burton.com – creating a digital experience that felt every bit as expressive as the brand itself.

Burton wanted to move beyond a conventional ecommerce site.

The ambition was to create a platform that balanced commerce with storytelling, giving equal prominence to products, riders, editorial content and the wider snowboarding community.

The existing experience made this difficult. Rich buying guides, advice and editorial features were buried within the site, content was slow to publish and everyday updates often required developer involvement. The site had become functional, but it no longer reflected Burton's creative spirit.

The new platform also needed to simplify operations, support multiple global markets and give Burton's team greater independence to create and evolve content.