In doing so, Volcom is knocking out Burton from that role. Burton, which has a long history of sponsoring Olympic snowboarders such as Chloe Kim, had outfitted the American team for the past four Olympic Winter Games by partnering with the U.S. Ski & Snowboard Association. Founder Jake Burton started his company in 1977 in a Vermont barn and his name has been nearly synonymous with the sport for decades. A Burton spokeswoman did not respond immediately to a request for comment Monday.