Burton Snowboards Is King of the Hill

"The names are also inventive: Try Lux, Feelgood, Blunt, and Vapor on for size."

I don't know if the names are all that inventive as we're stereotyping that they should be inventive.

Look at sneakers, cars or luxury goods. The name is part of marketing.. the Vapor appeals to a much different Burton rider than the Blunt or the Lux.

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Bill Byrne of CA 6:53PM September 22, 2008