I think snowboarding is the kind of culture that wouldn't respond to something that direct. It's an outsider's culture, so the branding you want in snowboarder

I think snowboarding is the kind of culture that wouldn't respond to something that direct. It's an outsider's culture, so the branding you want in snowboarders' heads is "the best riders ride Burton" not "be like Shaun by purchasing the new Shaun White Limited deck".