Burton Snowboards is boldly going where no one else cares to go with the debut of their first strapless binding system since 2004. After 4 years of R&D, Burton finally unveiled The Step On to top distributors and members of the media at Vail last Wednesday.
Burton VP of Product Chris Cunningham spoke with Transworld Business about the launch of the next gen strapless bindings:
“It’s a reinvention, but now in the market is where it’s really going to stand out. There isn’t a sea of these interfaces like there once was. It’s great to be bringing it to market relatively early before anything else like it.”
For those of us that remember step-in binding failures of the past, adoption of the new product might be an uphill battle but Cunningham is convinced that the latest iteration will put all doubts to rest:
“Step-in systems have really disappeared over the past decade, for a variety of reasons, but mainly because of performance. When we set out, it was like how do we make sure it doesn’t suck; we realized we’d have to shut out the baggage from the past. Our objective was if you are blindfolded, can you tell the difference?”
The Step Ons will be available for sale next fall and will retail for between $250 and $400.