Burton Snowboards is among the latest winter action sports brands to join the ranks of exhibitors at Outdoor Retailer trade show, January 19-22, 2012. This is the first time that the brand will be showcasing at this show, and marks a turning point in the industry overall.

As we wrote about last year from OR, more action sports brands are moving to this show -both winter and summer versions, and Agenda, especially since ASR folded a couple of years ago, and as SIA (Snow Industries of America) moved to Denver, CO, which in many people’s eyes, has made it more difficult to attend than when it was in Vegas.

According to Greg Dacyshyn, chief creative officer at Burton, “We’re stoked to be hitting the OR show this year, not only to get Burton’s products in front of some new eyes, but also to really educate dealers on the range and depth of our line. We have a ton of incredible product that we think will really stand out in this arena.”

Interestingly, SIA trade show is the following weekend in Denver, CO, meaning that many brands may either opt to show at only one of the two winter sports shows, or have to do the trek back-to-back which is always difficult to justify even in a healthy economy.

Other action sports-related brands showing at OR include Hurley, Quiksilver, and DaKine, among others.

OR Show Director Kenji Haroutunian says, “Burton is in a great position to benefit from exposure to the active outdoor market OR provides, and to benefit the show itself by attracting retailers from the youth and action sports side of the business. Consumers are looking for a broad spectrum of brands in traditional outdoor shops. It’s part of a natural progression that has been taking place over the past few years. Burton adds a frontcountry lifestyle appeal, which is a great crossover opportunity with OR’s buyers.”

Although Burton obviously offers backcountry gear also, their “Frontcountry” or lifestyle, is exactly what OR needs a big dose of in general. Known to be stuck in the mire of their hardcore-ness, OR has had a reputation for industry exclusivity, but is coming around to the fact that youth culture today is a completely different generation than the originators of so-called backcountry sports. Our data at Label Networks has illustrated this for years, and while we’ve presented at OR before regarding this very topic, is worth’s repeating.

Fortunately for the show, brands like Burton will help turn the industry into understanding the opportunities created around the lifestyle appeal -including apparel, footwear, and accessories -associated with winter sports that have an individualistic, rebel attitude and style.