Burton’s cross-branding collaboration with Playboy for their line of ‘Love’ snowboards has ruffled some features in super-liberal Vermont, and now residents are protesting to try to run the snowboard company out of town.
The Burton Playboy 'Love' line features nude Playboy pinups on the bottom of the snowboards. Protesters feel the boards objectify women, since they're stood upon by the riders.
According to The Boston Globe, both Stowe Mountain Resort and Killington Resort have banned their employees from riding on the Burton Playboy Love snowboards. Restrictions on the snowboards were even voted upon in City Council. And in October, 100 protesters voiced their concerns outside Burton’s headquarters.
Naturally, sales haven’t suffered due to the controversy, and might even have been augmented.
Why This Trend Is Growing
- Cross-branding Collaboration
- There is an opportunity for businesses to collaborate across brands to create unique and controversial products that generate attention and increase sales.
- Protest and Activism
- The rise of protests and activism surrounding controversial products presents a disruptive innovation opportunity for businesses to reevaluate their marketing strategies and ensure ethics and inclusivity are at the forefront.
- Impact of Controversy on Sales
- Analyzing the impact of controversy on sales can provide insights into consumer preferences and the potential for disruptive marketing strategies that push boundaries and capture attention.
Industries Being Reshaped
- Snowboarding Industry
- The snowboarding industry can benefit from disruptive innovation by exploring collaborations with other brands and creating unique, attention-grabbing products that resonate with their target audience.
- Outdoor Recreation Industry
- The outdoor recreation industry has an opportunity to respond to consumer activism by ensuring their products promote inclusivity and respect diverse perspectives, leading to innovative solutions that cater to a wider audience.
- Sports and Lifestyle Apparel Industry
- The sports and lifestyle apparel industry can learn from the controversy surrounding the Playboy snowboards and find disruptive innovation opportunities in creating products that align with societal values and challenge traditional stereotypes.
