They called it Infinite Ride, claiming their boards were "overbuilt" and then put in machines that broke them in. Used to be mentioned in board descriptions but isn't anymore. Either they removed the claim due to legal reasons or they stopped the process altogether. Anyone know why?
For some reason, Burtons marketing has moved away from all the buzzwords and new age sidecut names. Their website doesn’t mention or explain it. They’re like the only company that doesn’t boast about what % of their woodcores are Paulownia, bamboo or plastic bottles either.
But was looking at my brothers HTH, and all that “tech” is on the sticker.… Infinite Ride, Squeezebox, Frostbite edges, Pro-Tip etc.
fwiw, Jones has all the same renamed tech… forever flex, v-core, traction tech.. but when all boards have that stuff…. Burton probably thinks keeping it simple to not confuse customers sells more boards through branding is enough