Sep 27, 2022|

U.S. Snowboard Maker Burton Readies for Consumers on


by Doris Liu

Vermont-based Burton Snowboards kicked off its official flagship store on on September 16 with the inclusion of the latest Champion collection, delivering the brand spirit of “We Ride Together” by bringing more diverse individuals shopping on to join the snowboarding community.

The Champion Collection paid tribute to the resilience and sportsmanship of four of the Burton Team riders, Mark McMorris, Zoi Sadowski-Synnott, Su Yiming and Liu Jiayu by extending design elements on their own snowboards to other products available in JD’s store such as T-shirts, hoodies, hats and more.

Burton, founded in the United States in 1977 by Jake Burton Carpenter, who dedicated the rest of his life to snowboarding, is now a global snowboard, apparel and accessory company. In the last four decades, snowboarding has been propelled with the help of Burton from hobby to a popular sport, and is now more sought after in China where winter sports are greatly promoted to encourage further development especially after the Beijing Winter Olympics.

The launch of Burton’s store on JD enables the J Shop, JD’s fashion and lifestyle business, to bolster snowboarding and share the fun of winter games among over 580 million active consumers including 30 million premium members. is making every effort to offer a supreme shopping experience as well as helping brands convey their design ideas integrated with brand-specific stories and creativity to consumers.