Snowboard Brand Reinvents Fundamental Product, Will it Be Standard?

Seeing how much faster I got in and out with cleats and levers versus traditional ratchet straps, I became convinced it would soon take over. Until now, that has not happened, but today’s news may bring it closer.

Union Binding Company and Burton have partnered on an upcoming release that should contribute significantly to Step On’s growth. Union Atlas Step On Bindings.

Burton’s newest binding is priced at $379.95, right in the middle of its current offerings. These bindings, however, promise a lot of ease, especially for first-time boarders, as well as their impatient skiing buddies and veteran riders who tire of unstrapping on the lifts and re-strapping.

Burton has partnered with other brands before to expand Step On’s reach. Additionally, Nitro and DC both offer Step On-compatible boots.  First time another brand has brought forward the most fundamental element, the binding. 

Union and Burton first reached a prototyping agreement in 2021. Visiting Burton’s HQ in Vermont and Union’s in Italy cemented the partnership last summer, contributing to Step On taking on the identity of the industry instead of Burton’s. 

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Aside from Union and Atlas branding, there are no Burton logos on the binding.  Even though it’s just one binding, it may seem insignificant. 

Given Union’s solid position on both the geographical and market fronts (as a leading binding brand), it’s potentially huge.

In essence, it legitimizes Step On technology to a much wider audience. The Atlas will be available again in 2026 in multiple colors and in men’s and women’s sizes.

Several brands could create their own Step On products, making Step On the industry standard. In any case, Burton hopes so.

Burton Chief Product Officer Chris Cunningham says: “The binding connection point is our shared technology ingredient.”. By collaborating instead of competing, we can focus on innovation, which will boost snowboarding’s popularity.

Union Atlas Step On Bindings are available in sizes S, M, L, and XL starting January 2025. Since I’ve been riding for over 20 years, I know there will always be detractors to big bad Burton.

However, the brand’s impact on raising the game’s profile, popularity, and accessibility is undeniable.

After all, Burton has helped keep snowboard boots comfortable and introduced tons of new riders to the sport with millions spent on marketing and innovation. (Hell, that might even be why some riders hate it.)

This news is noteworthy from that perspective and potential proliferation. Maybe? One day, you might grumble to your grandkids about how bad snowboard bindings used to be and they will stare blankly back at you before putting on Step Ons (Burton branded or otherwise).

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