Wednesday, October 14, 2009

Burton | In-Store Signing and 'The B' New York Premiere

Members of the Burton team descended into New York today for a signing at the Burton Flagship on Spring to promote the New York City premiere and release of 'The B'. New York was the ninth stop on the twelve city, seventeen day North American leg of the tour. Prior stops included Los Angeles, Las Vegas, Salt Lake City, Denver, Seattle, Calgary, Vancouver, and Chicago.

In attendance were Frederik Kalbermatten, Women's Olympic Gold Medalist Kelly Clark, Jussi Oksanen, Mads Jonsson and Men's Olympic Gold Medalist Shaun White.

The B showcases the riding of Jeremy Jones, Jussi Oksanen, Nicolas Müller, Frederik Kalbermatten, Keegan Valaika and Shaun White, with appearances by Danny Davis, Terje Haakonsen, Mason Aguirre, Kevin Pearce, Mads Jonsson, Natasza Zurek, Mikey Rencz, Luke Mitrani, Jack Mitrani, Mark Sollars, Charles Reid, Gabi Viteri, Spencer O’Brien, Mikkel Bang, Sani Alibabic, Marko Grilc, Peetu Piiroinen, Kim Rune Hansen, Stephan Maurer, Chris Sörman, Kazu Kokubo and Kyle Mack.

The signing session ran from 4-6pm and was followed up by the 8 pm screening of 'The B' at Tribeca Theatre which was capped off with an after party at Broadway East which featured music by DJ A-Dog and Prince Paul.

Turn out at the premiere was impressive and a second screening was arranged for the abundant mass that remained in line. Hands down Shaun White and Jeremy Jones had the most impressive parts in the 35 minute video. Watching Shaun makes snowboarding look effortless but ensures that my jaw is touching my chest at all times - while Jeremy brought some innovative riding to the video. Jeremy filed the serrations off from the binding under plate which allowed the dude to whip his board around on one foot airs. Highlights come in the last 5 to 10 minutes of the film where the title of the film finally comes into fruition. Burton constructs a massive "B" shape snow sculpture featuring gaps, rails, stairs - pretty much a riders playground. Burton definetly knows how to put together a great video.

The tour hits Philadelphia tomorrow (Oct 15 @ Buckmans), Boston on Friday (Oct 16@ Jillian's of Boston) and wraps up Saturday in Toronto (Oct 17 @ Queen Elizabeth Theatre). Thanks to Kelly Cummings and Caroline Andrew of MFA Ltd. for the invite.