29/09/2011 | by tristan
Wow. We did not expect to see this one coming. Arriving in the office on a Monday morning and the first thing we see is that Burton have used weekend to drop a big ol’ bombshell – that John Jackson is joining their team! Yep, that right, it seems the two time rider of the year is quitting Forum and Special Blend, the brands that helped him earn his current superstar status, and joining the likes of Shaun White, Danny Davis et al in riding for their parent company.
Cynics and interweb wags have already pointed out that because Burton owns Forum and its sister brand Special Blend, John J is not really switching allegiance at all. But the two labels are still run as separate entities, with separate priorities and filming commitments. And while it might not be as big news as if he had left the company completely, it says something about John J’s current stratospheric status that Burton are willing to poach what is potentially the smaller brand’s biggest asset for themselves. We can only assume they’ve got big plans for the dreadlocked one.
Jackson’s injury last season meant he conveniently doesn’t have a part in this year’s Forum film, so the Big B can push him as one of their team riders right from the word go. And with his incredible section in the opening Alaskan segment of The Art of Flight, it’s safe to say John J will be making jaws drop this year regardless of injuries. A good choice by Burton? A wise move by John J? Time will tell, but one thing that hasn’t changed is we can’t wait to see where this dude will take his snowboarding next!