Burton, the global leader in snowboarding gear and apparel, wanted to develop a new design strategy to allow consumers to build and customize their own boards in order to drive sales, add more value to its brand and maintain its position as No. 1 in the category. In 2005, Hanson Dodge answered the call with Burton Series 13, the snow sports industry’s first online custom snowboard program.
Hanson Dodge designed a powerful brand and program strategy to launch a new off-to-online initiative called Series 13. Its key to success was seamless integration of dealer sales support, manufacturer fulfillment and a dynamic online experience. To put design tools in consumers’ hands, Hanson Dodge created a custom application and product design program, giving snowboarders the ability to personalize their ride online and hit the slopes with a one-of-a-kind board weeks later.
Burton Series 13 was met with unprecedented response. It exceeded all sales projections and met all brand and manufacturing initiatives. It remains a revolutionary industry benchmark as the first snow sports customizer of its kind.
Above all, it delivered a transformational impact to Burton and its riders — offering individual style freedom from the industry leader — giving boarders the chance to get sized, mounted and ready to fly like never before. “Hanson Dodge's commitment to Burton and the Series 13 custom board program is evident. I am impressed with how quickly Hanson Dodge has come up to speed and the quality of product they have generated.” Edward Giard, VP Hardgoods at Burton Snowboards, said.