#Japan #Sendai #Snowboarding #Burton #Yuki Norikata

Burton Store Sendai: Pioneering Snowboarding in Tohoku

In a groundbreaking move for the snowboarding community, Burton Snowboards has announced the opening of its first store in the Tohoku region, located in Sendai, Miyagi. Slated to open its doors on November 8, 2025, this outlet will serve as the 12th Burton store in Japan and is set to enrich the local snowboarding culture.

Yuki Norikata, a renowned Burton rider and local enthusiast, will operate the store. The location is designed to offer more than just retail; it aims to provide a comprehensive snowboarding experience for everyone – from hardcore snowboarders to families looking to enjoy the snow together. With its exquisite blend of retro atmosphere and modern Burton aesthetics, the store will feature dynamic floor graphics and an inviting exterior, engaging customers in the Burton experience right from the entrance.

Norikata has expressed her excitement about the store's opening, stating, "I look forward to welcoming core snowboarders and fans alike through the doors of Burton in this beautiful Tohoku setting!" Her passion as not only a rider but also a mother adds a nurturing facet to the store, leading to a more expansive range of children's products and family-oriented services.

A Hub for Snowboarding in Tohoku

Burton Store Sendai will be a go-to destination for snowboarding equipment selection and authentic backcountry guiding tours, tapping into the vast array of deep riding spots that Tohoku offers. Norikata's commitment to promoting snowboarding in the region aligns with Burton's mission to cater to diverse generational needs while fostering community engagement through information sharing and experiential opportunities.

Burton’s Mission and Values

Burton's strategy is anchored in its overarching purpose: to make a positive impact on people, the planet, and the sport of snowboarding. Their products reflect this ethos, aiming to minimize environmental impact while maximizing enjoyment and community engagement in the sport.

The brand aspires to inspire all individuals involved in snowboarding, seeking fair wages and responsible sourcing while building a welcoming community. They are dedicated to reducing CO2 emissions and crafting long-lasting products that ensure safety for both the planet and the people.

Goals for 2025

Burton has set ambitious goals to become climate-positive by 2025, emphasizing reduction of carbon footprints and investing in transformative strategies against climate change. They are committed to being at the forefront of sustainable practices within the snowboarding community, paving the way for future generations.

As a certified B Corporation, Burton exemplifies commitment to social and environmental accountability, having earned this distinction as the first snowboarding company in 2019, with renewed certifications in North America, Europe, and the Asia-Pacific regions.

The Legacy of Burton

Founded by Jake Burton Carpenter in a Vermont garage in 1977, Burton has revolutionized snowboarding from a niche pastime into a respected global sport. The brand is now recognized as a leader in designing and manufacturing top-tier snowboarding gear, while continuously pushing for transformative change in the outdoor and winter sports industries.

With headquarters in Burlington, Vermont, and offices in various regions worldwide, Burton remains privately owned by Donna Carpenter. Their commitment to quality, sustainability, and community continues to inspire countless skateboarders globally.

For more information, visit www.burton.com or contact the Burton Guide at 03-4316-4709.

Location: 1-2-60 Fukumuro, Miyagino-ku, Sendai, Miyagi, 983-0005, Japan