1:01:01
Before I knew it,
we were traveling the world
and forgot how we got there.
1:01:05
'Cause it just
kind of happened over night.
1:01:07
All of a sudden you started seeing
snowboarding commercials on TV.
1:01:10
Why do I use the card?.
I spent my whole life
doing things my own way.
1:01:13
American Express
never questioned it.
1:01:16
[Richards]
Then you started to see snowboarding
more and more and more,
1:01:18
and it was, like, "Oh, shit.
People are into this sport.
Snowboarding's cool!"
1:01:21
There's a lot of good things that come from it,
but there's also a lot of bad things.
1:01:26
All these companies
are throwing money at us,
and all of a sudden it's, like,
1:01:29
"You'll have all these opportunities, "
which is all cool and everything.
1:01:32
But then sometimes
you'd sit back and you're, like,
"Am I selling myself out?
1:01:35
Am I selling out the soul
of snowboarding??"
1:02:00
It definitely makes you feel
like you got robbed, in a sense.
1:02:03
But now we've reached
this worldly exposure,
where it's actually kind of neat.
1:02:08
You know, like,
you have kids all over the world
who respect you for what you do...
1:02:12
and admire you.
1:02:17
[ Narrator]
What had once been an underground
American subculture...
1:02:20
soon spread to Europe and Japan
and became a global phenomenon.
1:02:28
Europe was more focused on racing,
1:02:30
and we were more focused
on the freestyle aspect of it.
1:02:32
[ Burton ] They rode fast.
They rode some serious big mountains,
a lot of powder.
1:02:35
And I think that those riders
brought a lot to the development
ofthe whole thing.
1:02:42
In general, the Europeans embraced it,
I think, a lot quicker than the Americans.
1:02:51
[ Richards ] The Japanese people
are amazing, and they're amazingly
fanatical about things that they love.
1:02:55
And they found snowboarding,
and they embraced it,
1:02:57
and they turned us into rock stars.
1:02:59
We had never felt like that
before in the U.S.