TOY BOX: Burton fashions place for itself in tech

Once again, it's time to talk tech. Thankfully, Burton, the totally rad snowboard company, has a killer creation: the first and only jacket with - no way - a sound and control for the very popular iPod, Apple Computer's portable MP3 player.

Once again, it's time to talk tech. Thankfully, Burton, the totally rad snowboard company, has a killer creation: the first and only jacket with - no way - a sound and control for the very popular iPod, Apple Computer's portable MP3 player.

As their site states, SOFTswitchTM partnered with Burton to create a fabric-touch-sensitive keypad control that lets you touch and turn on. Tap a sleeve pad to change songs and volume levels, and you're a maniac on the avenue. Read on: "Burton Amp is constructed from 3L Gore-Tex? fabric, [so] you can be sure that you will stay dry in the worst conditions." The amp gets packed with riding-specific features Burton is down with, but no, the iPod is not included. That's the deal. This ultimate coat costs $500. The iPod itself (from Apple and Apple.com), which is a great little toy in itself, is also $500. Trippin', huh?: Visit http:// www.burton.com/gear/pr_amp_jacket.asp Any questions? Write us at toybox@rlmPR.com
  • Richard Laermer is author of the just-released Full Frontal PR (www.fullfrontalpr.com) and CEO of RLM Public Relations (www.rlmPR.com). ----- Price $500 for Burton Amp Cool Factor With Apple as partner, this must be cool. Belief-stricken graphics: http://www.apple.com/ipod/burton. And there's also the iPOD control panel built into your sleeve, the utility chest pockets, awesome hood, and Flash-Pass pocket

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