MINI partners with Burton Snowboards in a quest for Creative Use of Space on the slopes

The idea was simple: MINI was looking for a creative partner. We all know the feeling: It was time for something new...so what's a car to do?

"Trendsetting car seeks partnership with like-minded match: Must have a nice, compact size with well-rounded corners. Excellent sense of design a must. ME: agile ways to get you in and out of tricky situations. YOU: same. And oh yeah - must make Creative Use of Space. Interested? Drop me a line at MINI.com"

This is the story of when MINI met Burton Snowboards. It's a match made in heaven - each with a spirit for competition and plenty of attitude. Both legendarily fun to drive, or - *ahem* -ride. Tomorrow is the first day of the Burton European Open, presented by MINI, and it represents the birth of a beautiful partnership.

MINI and Burton share more than just some key interests - each has a dynamic and visionary founder who wasn't afraid to break loose from the norm in a quest to create. Both have achieved cult status amongst their fans. The MINI faithful know all about Sir Alec Issigonis...It's about time they meet a man after his own heart, the legendary Mr. Jake Burton.

Much like Issigonis, Jake is a true original: almost singlehandedly responsible for the genesis of snowboarding, he introducing the concept of bindings when he secured his feet to the deck of a board in 1979 - and the rest is history. This brilliant and simple innovation led to the birth of Burton Snowboards and introduced the sport to the world. Stay tuned - we'll be bringing you more from Jake's world soon.

The Burton Global Open of Snowboarding is a competition spanning two hemispheres and four countries. MINI will be there for all of it - on a quest to spotlight creativity - set to reward riders that stomp the most unconventional and stylish tricks during the series.

Next week is just the beginning of a beautiful relationship - MINI will bring you coverage from the Burton Canadian and US Open as well. When the two meet in Laax Switzerland at the 12th annual BEO from Jan 8th to the 15th, the MINI Space Team will be there - fully stoked - ready for MINI and Burton's big dance to begin.

By Nathaniel Grigolla