Shaun White & Burton -- The 10 Year Deal

Wow, ten years. A whole decade. Shaun White is getting in bed with the mighty "B" for ten years. At some point I'm going to have to look at tax records to see what that is worth. One can only imagine Burton is going to back Shaun until he stops riding. I wonder if he'll take over for Jake when he retires. Pretty amazing then again he's an amazing snowboarder.

Shaun has been with Burton for the past 14 years. Since he was seven years old. Now he will be with them until he is in his thirties. For the generous amounts of sarcasm, humor and opinion that I doll out it's impressive to see a company have enough faith in a rider to back him for ten years. Especially considering how volatile snowboarding can be both in terms of health and changing trends. The same can be said with Shaun. While he may have departed Volcom he remains with his longest running sponsor.

This level of trust and loyalty...you don't see it to often. Congrats to Shaun and Burton and hope you have another great ten years.

Shaun White and Burton Snowboards Sign Ten Year Endorsement Deal

          Includes Expansion of The White Collection Product Line

   BURLINGTON, Vt., Jan. 24 /PRNewswire/ -- Shaun White and Burton
Snowboards today announced that they have signed a ten year partnership
deal, the longest in the sport of snowboarding, whereby Shaun will continue
to ride for Burton's Global Team, in addition to working with the company
on expanding The White Collection, his signature line of hardgoods and
outerwear that has been highly successful since it launched four years ago.

   The White Collection, which includes a signature board and boot, a
snowboarding outerwear line and R.E.D. helmet, will expand to include
additional items for men and boys, including: snowboarding-related bags,
luggage and clothing accessories and lifestyle products such as beanies,
hoodies and tees. In addition, the collection will also now offer a new
line of snowboarding outerwear for women beginning with the 2009
collection, which will be unveiled at the SIA snow industry trade show on
January 29. The partnership also includes plans to further develop the
youth offerings for snowboarding in The White Collection. Together, Shaun
and Burton will build a dedicated product staff in its Irvine, California
office, headed up by Jesse White, Shaun's brother and long-time
collaborator on this collection.

   Shaun White had this to say about the deal, "I started riding for
Burton when I was seven years old and Jake's support has always been there.
We have some big plans for The White Collection and I can't think of a
better home for me for the future. Thanks again, Jake!"

   Jake Burton, Founder and Chairman of Burton Snowboards, had this to
say, "Where do I even begin to comment on Shaun? Of course, I feel
incredibly fortunate to have the opportunity to work with him for another
decade. I've watched Shaun grow up from a little grom who wasn't afraid to
push himself in the halfpipe to one of the most recognized athletes in all
of action sports. I mean, to be such a talented rider and skateboarder and
to contend in every competition you enter is pretty insane. But, if you
think Shaun's riding is impressive, you should check out his design skills.
His products are fresh, functional and loaded with style, just like his
riding."

   About Burton Snowboards

   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 apparel 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 http://www.burton.com.