Updated 11/22 at 12 pm PST with comments about the importance of Union embracing Step On from evo snowboard buyer Landon Harmon.

Burton Snowboards and Union Binding Co. are the leaders in snowboard bindings, according to data firm Circana, and compete fiercely.

But the two brands have opted to put their rivalry aside to collaborate on a new product that makes snowboarding accessible to more people with the goal of helping to grow the sport.

The companies are releasing the Union Atlas Step On Binding, which uses Burton’s Step On technology on a Union product. The limited release will debut in January 2025, with plans to expand the Union Step On offering in Fall of 2025 and in 2026.

“There comes a point where it makes more sense to collaborate than to compete,” said Union Binding CEO and GM Martino Fumagalli in an interview with SES. “Union and Burton have always been open to discussing strategies that enhance the consumer experience.”

Burton Step On Bindings a Hot Seller

Released in 2016, Burton’s Step On, boot-to-binding connection system has caught fire, retailers tell us, and makes it easier for riders to attach boots to bindings. Instead of having to bend over or sit down to strap in at the top of the run, riders can remain standing while stepping into the heel and toe cleats.

From the beginning, Burton wanted to spread the Step On technology throughout the snowboard industry, Burton Chief Product Officer Chris Cunningham told SES in an interview.

“With Step On, we wanted it to become the platform of choice for the industry, and we approached it this way from day one,”  Cunningham said. “Some may say we’re crazy for sharing this technology with our competitors, but once you look beyond your own brand and think about how to best support and grow the sport, it’s pretty easy to understand.”

Step On has been so popular, Burton beat its internal goal of having Step On comprise 50% of its total boot and binding sales three years ahead of schedule, Cunningham said.

To date, Burton has collaborated with brands such as DC Shoes and Nitro on making some of their boots compatible with Burton Step On bindings. Binding brand Flux also adopted the technology for Winter 2023.

However, it’s especially noteworthy that Union has come on board given Union’s leadership position in the binding category.

“We’ve been seeing momentum pick up in the Step On/Convenience binding category with no sign of slowing down,” said Landon Harmon, the snowboard buyer at important industry snow account evo. “With Union dropping into the Step On world, we’re going to see it grow even further. Union brings credibility, innovation and accessibility to riders who identify with the brand.

“The statement ‘rising tides raises all ships’ has been thrown around a lot recently and for good reason,” Harmon added. “The success of Step On has brought riders to the sport who couldn’t participate otherwise and has grown the binding category as a whole for us.”

Burton’s Cunningham agrees that Union’s involvement with Step On will help the technology spread in the industry.

“As a technology platform now shared across brands like Union, DC, and Nitro, Step On is on a path to achieve 20% total market share penetration,” Cunningham said. “I see Union accelerating this trend, meaning that one in five new boot and binding setups sold annually in the marketplace will feature Step On technology.”

The Union Atlas Step On bindings will be compatible with existing Burton, Nitro, and DC Step On system boots.

Putting Egos Aside

Knowing how competitive the companies are, I asked both Cunningham and Fumagalli if it required the respective teams to work differently and/or put egos aside.

“Burton provided significant support, especially in the early stages,” Fumagalli said. “Once we analyzed and understood the Step On binding’s characteristics, the rest of the process was straightforward. There was never a moment when ego dominated; everyone knew the value of this collaboration. Among the engineers and project managers, it was all about pure teamwork.”

During the process, the Burton crew visited the Union Binding headquarters in Italy, and the Union team visited Burton headquarters in Vermont.

“It was awesome,” Cunningham said about his visit to Union HQ. “There was no ego when we visited, just shared passion of making great snowboarding product. They have a great facility and a talented staff, which only gave me the confidence they would be able to execute on this project to the high level we expected.”

Adding the Union DNA

Given that Union was using another brand’s technology in the Union Atlas, I also asked Fumagalli how Union made sure the new binding still had the Union DNA.

“The biggest challenge was incorporating the Union brand and design language into an existing framework, but we achieved it,” he said. “This project embodies 100% of Union’s DNA.”

Fumagalli emphasized this collaboration between Union and Burton is not a one-off.

“This partnership will continue beyond this one product – we want to evolve the (Step On) system at all levels,” Fumagalli said. “Now that we’re in, we are all in.”

The Biggest Innovation – Collaboration

Lastly, I asked Cunningham where Step On ranks on the list of Burton’s innovations brought to market, especially given how fast consumers have adopted the technology.

“I definitely think it’s high on the list, if not at the top,” he said. “While it’s not the first attempt at a mechanical interface, the execution – both in terms of functional design and performance – sets it apart this time around.

“But I think the approach we’re taking as a brand to ensure this technology is compatible within the industry might actually be the most innovative – and disruptive – piece of the puzzle,” Cunningham said.