Over time, Holmes, Copley, Yousko and Carpenter worked together to change the Burton brand. They picked Craig Kelly, Jeff Brushie, Keith Wallace, Mike Jacoby and Tara Eberhard to be the new faces of Burton. If there ever was an administrative move that ushered in the demise of alpine boarding, this may have been it. Andy Coghlan, Mark Heingartner and the Hayes brothers were disappearing from the catalogs and photo shoots and the Burton Five started showing up in the ad campaigns. Yousko felt that "Burton saw that's what the market wanted."[i] He told Carpenter that ‘alpine is cool and all, but it ain't happening.’ People want to ride halfpipes, they want to ride powder and bomb off jumps. Burton slowly morphed into that."[ii] The culture also changed within the company. For years, Burton employees arrived at the Vegas sports shows, they wore coats and ties, reflecting the ski industry. Yousko recalled "I still vividly remember I'm like 'Why don't you let me wear one of these new Burton shirts that we're selling and let’s see what happens.’ I wore a pair of jeans and that was the end of it, right there."[iii]


[i] Ibid.

[ii] Ibid.

[iii] Ibid.