Is a Major Snowboard Brand’s Bold Reinvention of a Fundamental Product Destined to Become the Industry Standard?

Burton’s new partnership with a top binding brand enlarges the user-friendly Step On system’s footprint, but the implications are even bigger.

By Steve Mazzucchi

Published November 14, 2024

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Updated November 14, 2024

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It’s hard to believe it’s been nearly five years since I tested Burton’s cutting-edge Step On binding system for the first time.

After riding with some ski friends who were blown away by how much faster I was getting in and out with cleats and levers versus traditional ratchet straps, I was convinced it would soon take over the industry.

“We’re making the binding connection point the shared technology ingredient. Collaborating instead of competing gives us the freedom to shift our focus to further innovation, which is going to help us welcome more people into snowboarding.”
— Chris Cunningham, Chief Product Officer at Burton

That hasn’t happened quite yet, but today’s news could bring that day a bit closer.

Burton has teamed up with the industry-leading Union Binding Company on an upcoming release that should significantly increase Step On’s reach. Meet the Union Atlas Step On Binding.

Union Atlas Step On Binding in hand — Look close enough and you’ll see small Step On logos, but no Burton ones; these bindings are very much Union.

The next big step (on)

At a price point of $379.95, the new binding sits squarely in the middle of what Burton itself currently offers. But the ease these bindings in general promise, particularly for beginning boarders — not to mention their impatient skiing buddies and veteran riders who tire of reaching down to unstrap when they come off the lift and re-strapping when they get to the top — is pretty damn compelling.

It’s worth noting that this is not the first time Burton has teamed up with another brand to expand Step On’s reach. Outside of the Burton-branded ecosystem, you can score Step On-compatible boots from both Nitro and DC.

However, the Atlas marks the first time the most fundamental element of the tech, the binding itself, has been brought forth by another brand.

The roots of the Atlas date back to 2021, when Burton and Union first reached a prototyping agreement. Subsequent visits at both Burton’s HQ in Vermont and Union’s in Italy cemented the partnership last summer, bringing us to this moment, when Step On becomes essentially a product of the industry, rather than a product of Burton.

Indeed, on the binding itself, you’ll find small Step On logos, in addition to Union and Atlas branding, but no mention of Burton itself.

Union Atlas Step On Binding hands on — With Union based in Italy, the Atlas will no doubt raise awareness of Step On overseas.

Considering it’s just one binding — and available only in men’s sizes — it may seem like a small step.

Considering Union’s position — both geographically (in Europe) and market-wise (as a leading binding brand) — it’s potentially a huge one.

After all, it essentially publicizes and legitimizes the Step On tech to a much wider population of riders. Looking ahead, a second release of the Atlas, in more colors, is coming next fall, while an additional model covering men’s and women’s sizes is in development for 2026.

This partnership opens up the possibility of additional brands developing their own Step On products — and potentially turning Step On into the industry standard. That’s Burton’s hope, anyway.

“We’re making the binding connection point the shared technology ingredient,” says Chris Cunningham, Chief Product Officer at Burton. “Collaborating instead of competing gives us the freedom to shift our focus to further innovation, which is going to help us welcome more people into snowboarding.”

Now, as someone who’s been riding for 20-plus years, I’ve seen and heard enough to know that big bad Burton will always have its detractors. But even the hard-core haters cannot deny what the brand has done in terms of lifting the sport’s profile, popularity and accessibility. (Heck, that seems to kinda be why some riders hate it.)

After all, Burton has helped keep snowboard boots comfortable and, with millions invested in marketing and innovation — including the Step On — introduced tons of new riders to the sport/hugely expanded the snowboarding market.

From that perspective, and in terms of the potential proliferation it portends, this news is pretty notable. Who knows? Maybe one day you’ll be grousing to your grandkids about how much of a pain in the ass snowboard bindings used to be, while they stare blankly back at you, before stepping into their Step Ons (Burton branded or otherwise) and disappearing down the slopes.