#Japan #Tokyo #Ayumu Hirano #Snowboarding #Burton

Ayumu Hirano's Journey Unveiled in "BEYOND"

On January 1, 2026, a special edit of the interview movie "Ayumu Hirano 'BEYOND'" will begin airing on digital screens in iconic locations such as Shibuya Scramble Crossing and several major airports, including Haneda and New Chitose. This project highlights Ayumu Hirano's relentless pursuit to redefine the limits of snowboarding.

This moving visual narrative captures Hirano's unique journey in the world of snowboarding, exploring memories he has amassed through his long-standing partnership with Burton. More than just an athlete, Hirano embodies innovation and dedication, challenging not only his limits but those of the sport itself.

Hirano's partnership with Burton dates back to his fourth grade, marking over a decade of collaboration rooted in trust and shared challenges. His victory at the Burton US Open SuperPipe Junior Jam at just 12 years old catapulted him onto the global stage. With a series of jaw-dropping performances at X Games and a historic win at the Sochi Olympics, where he became the youngest male medalist in winter sports, Hirano has left a significant mark in the snowboarding world. He showcased his versatility by competing in both skateboarding and snowboarding at the Tokyo 2021 and Beijing 2022 Olympics, where he achieved gold in the latter.

Throughout his career, Hirano continuously asks himself, "What does it mean to express snowboarding in my unique way?" His path has not been easy; it is riddled with struggles, doubts, and a steadfast determination to achieve what seems unattainable. In the film, he candidly reflects on his journey of self-discovery and how he defines impactful snowboarding through personal challenges.

As the film progresses, viewers gain insight into the deep connection Hirano has with the snowboards he has used over the years. He discusses his experiences testing various boards and expresses profound trust in Burton's responsiveness and innovation in snowboard development.

The essence of the film focuses on Hirano’s dedication to pursuing authenticity and individuality through snowboarding. It invites viewers to ask themselves how far they can go in their pursuits, holding a mirror to their own aspirations and dreams.

The outdoor digital campaign aims to reach the public with Hirano's heartfelt storytelling, encouraging them to consider the potential heights that a snowboarder can achieve.

Distribution Details

• - Shibuhachi Hit Vision (Fixed Banner): January 5 - January 11, 2026
• - Shibuhachi Hit Vision: January 12 - January 18, 2026
• - Dynamic Ad Vision New Chitose Airport (including Asahikawa and Hakodate): January 1 - January 25, 2026
• - Dynamic Ad Vision Haneda Airport: January 1 - January 25, 2026

Burton's Commitment to Purpose

Burton stands firm on its purpose-driven mission to benefit "people, the planet, and snowboarding". Every product reflects this ethos, highlighting their responsibility to minimize environmental impact and foster a love for snowboarding. The goal is explicitly clear: to provide positive influences to everyone involved, to reduce environmental impact, and to revel in the joy of snowboarding.

Sustainability Goals for 2025
With a commitment to achieving climate-positive outcomes by 2025, Burton aims to reduce carbon footprints in line with the Science Based Targets initiative. They also invest in measures to counteract their carbon emissions, promoting structural changes to combat climate change.

A Legacy of Innovation

Founded by Jake Burton Carpenter in 1977, Burton Snowboards started in a Vermont garage. It has revolutionized the snowboarding industry with groundbreaking products and community efforts, transforming snowboarding from a recreational activity into a world-class sport. Today, as a leading brand in outdoor sports, Burton is the first snowboarding company to achieve B-Corporation certification, reinforcing its commitment to sustainability and corporate responsibility.

Learn more about their story and products at Burton.