Zeb Powell Hosted Burton 50th Anniversary Event
The professional snowboarder celebrated the brand's milestone at a fan activation in New York City's SoHo neighborhood.
Updated on Sept. 28, 2026 in Extreme Sports
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Professional snowboarder Zeb Powell hosted an event in SoHo to mark Burton's 50th anniversary. The celebration highlighted a new signature outerwear and apparel collection featuring the X Games gold medalist.
Why it matters
The event showcases Powell's expanding influence in the fashion and sports world following his historic signing with the Jordan Brand. His collaboration with Burton bridges the gap between mountain performance gear and streetwear culture.
Powell is the first African-American athlete to win an X Games gold medal, a feat accomplished at the 2020 Aspen competition. He remains the only snowboarder currently signed to the Jordan Brand roster.
The players
Zeb Powell
He is a professional snowboarder and the first African-American athlete to secure a gold medal at the X Games.
Burton
This snowboarding brand is celebrating its 50th anniversary of producing winter sports equipment and apparel.
Jordan Brand
A division of Nike, this entity recently expanded its athlete roster to include its second action sports competitor, Zeb Powell.
The details
Attendees in SoHo viewed the new signature collection, which is also promoted via a custom Zeb's Mobile Closet trailer visiting various resorts and cities. The gear aims to blend functional mountain specifications with contemporary aesthetic trends.
Timeline
Zeb Powell won gold at the 2020 X Games in Aspen.
In 2021, Powell secured a silver medal.
Powell signed with Nike Jordan Brand in April 2025.
The SoHo fan event occurred on September 24, 2026.
The 2027 X Games winter competition starts in Aspen on January 29, 2027.
Season Trajectory
Powell's career trajectory continues to shift the landscape of professional snowboarding by merging high-performance competition with mainstream lifestyle branding. This trajectory positions him as a central figure ahead of the upcoming winter season competitions.
Fans in the area can access the signature apparel collection through the traveling mobile trailer as it makes stops at various resorts. The partnership marks a notable shift in how action sports athletes are integrated into major global apparel pipelines.
The takeaway
Professional athletes are increasingly leveraging crossover appeal to bridge the gap between niche sport success and mainstream fashion markets. Readers interested in the space should monitor how athlete-led apparel collections evolve as brand ambassadors take on more creative design roles.
What happens next
The X Games winter competition is scheduled to begin in Aspen on January 29, 2027.
Further reading
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Do you believe collaborations between athletes and apparel brands encourage more people to try winter sports?
