Freedom of speech has its limits -- even in Vermont. That's the conclusion I reached after reading about the controversy of a Burlington, VT-based snowboard manufacturer -- Burton Snowboards -- that puts an image of a naked woman on the surface of its snowboards. These boards are inflaming local passions -- more than 100 protesters marched in front of its headquarters in October to protest the boards and urge consumers to boycott its products.
Burton opened its operation in Burlington in 1992 and it has a reputation as a good citizen. It matches child-care payments and pays for half of a worker's gym membership. But according to the Boston Globe those good citizen points are outweighed by the anger ginned up by the surface of its snowboards. One office manager in Burlington said, "When you really think about it, it's a young man standing on top of a naked woman's body. I probably could have gotten past it, because I try to have an open mind, but seeing it like that, it's offensive."
Burton may move its operations out of Burlington rather than cave in to the protesters. Do you think Burton's should change its product or does it have a right to put those images on its snowboards? Would you buy one of its products?
Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College. Portfolio published his eighth book, You Can't Order Change: Lessons From Jim McNerney's Turnaround at Boeing on December 26, 2008.
To see all 10 of Sarah Gilbert's top 10 best and worst naked advertising campaigns, click here.











Reader Comments (Page 1 of 8)
1-05-2009 @ 2:23PM
beanspants said...
my snowboard has a cat on it, and even as some one who tolerates animals enough to have two cats, I don't have any problem with standing on it.
it's a picture; it's not real. should all snowboards look like planked wood or tile, or other materials appropriate to standing on?
1-05-2009 @ 3:08PM
Alfredo said...
What?? I'm lost , It's ok to plaster naked women on every other venue in your state , Magazines and literature ,and TV ,and what some would call art as freedom of expression,but not on a stupid snowboard ,what about boogey boards ,or do you have those up there , mud flaps ?And from a company giving your community that kind of support no less, send them to NC - please , we need the jobs
1-05-2009 @ 3:25PM
nabil said...
Well, I am a Vermonter, I ride a Burton, and I couldn't care less about the picture on the board. Here is the deal: You can't see "parts", and they are nudes shot in the 70s. The problem is that Vermont is full of elitists that make up problems so they will have something to do with their time.
That being said, I think a lot of this protest is the self-mutilation board. And you know what? I am okay with that one, too!
1-05-2009 @ 3:36PM
gmoe said...
Its called capitalism!!! If you dont like the product- buy somebody elses. Burton does alot for VT and its employees. Whiners- put your energy into a real issue!!!
1-05-2009 @ 4:22PM
Sheldon L said...
Pete,
I just checked out the boards for myself on the website:
http://www.burton.com/Gear/Default.aspx#/gear/boardsmatrix/mens/boards/
There are 37 boards in the men's section and only one with a naked women, that looks like a painting more than a photo.
The image discretely hides everything that might cause an uproar. This is a non issue.
There are 100 billboards in most cities that flaunt more than these boards do.
I think some folks have to much time on their hands!
1-05-2009 @ 6:14PM
Casey said...
Maybe they wouldn't make such a fuss if it were a naked man.
1-05-2009 @ 9:03PM
JAMESDEAN2 said...
Maybe they'll move to Montana.. or better yet Texas ! ..-since we don't have rediculous state Income taxes- And certainly a more passive -flexible population... what a joke- In my Opin... those idiots need to find something better to whine about....
1-06-2009 @ 5:01AM
sgentilejr said...
Are the people protesting trying to say that Gods creation (mankind) is vulgar and unsightly?
The last time I looked the Roman Catholic Christian cathedrals in Rome were covered in nude paintings. Maybe the protestors should go to Rome and protest to the Pope.
1-06-2009 @ 2:21PM
Caitlin said...
Get over it - who cares if there's a (discreetly) nude woman on a snowboard - it's no worse than the pictures on magazines at the supermarket, which happen to be at eye level for my kids! If you don't like it, don't buy it! There's sex all over the place, it's how we got here. Those protesters are idiots!
1-06-2009 @ 2:33PM
Frank said...
Next thing you know those "Snowboarders" will be raping and plundering the countryside. It's the end of the world. Next thing you know, Biker Women will be running around flashing their Breasts.
1-06-2009 @ 2:35PM
Jamie said...
I think they should make them look like a mans penis.(Or a giant vagina for the men unless they are gay then they cab get the penis one)That would be a huge seller.
1-06-2009 @ 2:44PM
rashasbetter said...
This is hilarious.
I'm going to go boycott the Victoria Secrets store at the mall for putting a half naked mannequin in their window.
1-06-2009 @ 2:46PM
John said...
From Louisiana so don't snowboard. Would buy one if I did snowboard but would probably kill myself from looking at the picture while going downhill. :-)
1-06-2009 @ 2:49PM
beachy said...
OMG! This is so dumb. Just make hot men-dude ones and even it up. The people who r protesting are probably ugly & bored. Get a life. The boards are hot. GROW UP OR BOWL UP. get a life, those playmates dont mind , whats it to you??
Im a women whos strong, have a strong daughter & son. Nothing wrong w boards. With every thing in world, this is what your protesting????
1-06-2009 @ 2:50PM
T. Smallwood said...
Here on one hand we have a federal legislature doing their damnest to socialize the country, nationalize business including banks, credit card companies and lending institutions, major manufacturing sectors, etc., and plunging the country into debt not even our grandchildren will be able to pay off.
Then we have a senile old man in the senate who has long ago outlived his usefulness blocking the seating of a legally appointed senator from another state
What are people complaining about? A picture on a snowboard.
1-06-2009 @ 2:53PM
groovner said...
Ive seen much worse at the Democratic National Convention!!! LOL
1-06-2009 @ 2:57PM
Misty5 said...
Hi I have to say they are a bit sultry, but my son is into skateboarding and they also have some pretty sultry ones with a girl and a tiger (it was sexy) but not offensive - done in tasteful manner. But I guess it just gives people something else to complain about. I think you see more in stores and on the streets now days.
1-06-2009 @ 2:59PM
don said...
Can you lay down and snowboard. I'm in Florida, I would like a surfboard like that.
1-06-2009 @ 3:01PM
moderate said...
People get a grip. It is just the human form. No violence, no rape,no guns,no blood. Why is it that some people find nudity and sex filthy, but guns and violence is okay. I wonder how many of these protesters let their children have guns(toy or real) play violent videos or watch violent films. I would rather look at a naked person then some of the violent pictures out there in the public.
1-06-2009 @ 3:05PM
M_W said...
OMG OMG .... the mountains are going to fall in to the sea, children are going to be scarred for life, people will rape, pillage and plunder the ski slopes. PLUUUEEEZE. Grow up people. The US is far too uptight about the naked body. I looked at the boards and they are not "naked". These are very attractive women, and they should put "hunks" on for women snowboarders. Its okay. We should be far more concerned about the economy, the situation in Gaza, or Iraq. Nuff said