You Can Call Me Joe -- A Joe V Blog
Joe V

Hi, I’m Joe V. The V is for Vadeboncoeur, but no one ever really calls me that (except my business card). That card also calls me the Global Director of Product Development, Marketing and Creative Design for Trek Bicycle. Yep, I am sometimes not really sure what all that means either. I do know that I dig bikes, oatmeal, motorcycles, burritos, the weird things I see along the way, my family and my job. I get to travel the world helping make great bikes, so it’s a pretty great gig.

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January 28, 2008



I might be a lone voice crying in the desert here, but it seems to me that if a resort doesn’t want the business of the snowboarding demographic [read: sniveling vigilantes with an inflated sense of entitlement], well, that’d be up to them. (Does “Curves For Women” allow men? If not, how has such a “blatant disregard for the Constitution” escaped your watchful eyes?!?) My objection doesn’t of course end there. Perhaps most deplorable is Burton’s sloppy (and irresponsible) use of the word “poach,” which of course evokes all sorts of transgressions against some of the world’s most majestic animals. More than that though, I’m not even sure how they’re using that word, particularly in light of the “Poaching 10 Commandments.” According to my dictionary, poach means to trespass, steal, cheat, or generally take without permission, all of which could be classified as illegal. Of course the “Commandments” urge “poachers” to be “brofessional” as they break the rules. So let me get this straight: please break the rules (and bring the video camera!)…but be cool about it, and do it legally. Ooo. Way to cover your ass Burton. You’re cool, but only to a point. In fact, this whole marketing campaign—can we call it that?—makes the argument for the four hold-out resorts: if this low-brow campaign “speaks” to Burton’s customers (i.e., sells snowboards by creating a culture of “fight the power”), then why in the world would we want to invite these rabble rousers to our beautiful ski resort? Would our loyal skiing customers appreciate sharing the slopes with this ilk?

If you really want to “fight the power,” maybe you should take a closer look at that Pearl Izumi sticker. What’s the message there? A throw-back pin-up girl is selling what now? How does that work? Where’s the marketing genius?

And I hate to break it to you but tagging IS vandalism. I will demonstrate that shortly by tagging your car. I promise to write my initials as artsy as possible. Now where’d I leave my spray paint?

Oh, you don’t say. It’s all a joke? My bad. Very funny. My therapist says I shouldn’t be so serious all the time.

If you keep writing I’ll keep reading, because, well, despite your stumbling here, your flashes of brilliance are enough to keep me coming back.


FearlessBlend - listen to your therapist.


Wow. That guy was intense! Whatever. I think you should go with Barney or Hello Kitty! stickers when you start tagging other peeps. Why? Cuz it's more demoralizing. Zop!


It's a nice sticker that needed a home.

Hootie, The Bike Lane Blogster

Hey Guys, it's all good. I get where Fearless Blend is coming from. There's gotta be checks and balances lest we fall into fascist state. If there is one thing this blog is against in all shapes and forms it's fascism. And Becx, we're not debating the merit of the sticker here. More the merit (or lack thereof) of the offending vandal. I have a lead and will check back with you all shortly.


I confessed to the crime already!! I'm waiting for a webkidz sticker to show up on my cabinet anyday..that would be fair retribution. I can take it.


If your lead pans out, be sure to keep us abreast of your revenge.


So what's the latest on your retaliatory efforts? Inquiring minds want to know! Don't just leave us hanging!


Hey, Where do i get one of those Pearl Izumi Stickers at???

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