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To look at Carpenter’s achievements in terms of business success alone, however, is to miss the point. By popularising snowboarding, he didn’t just create different way of going skiing, he created a completely new way of experiencing the mountains, and in doing so he helped attract a whole new demographic to snowsports: surfers, skaters, punks, indie kids – exactly the kind of people who might have been put off skiing by its respectable, middle-class image.

Success didn’t come easily to Carpenter. In his first winter operating under the Burton banner, 1978-9, he sold 350 snowboards. The following winter he sold 700. By 1981 he had burned through a small inheritance from his grandmother and was $130,000 in the red. In an in-depth interview with National Public Radio in 2017, Carpenter described these early days in terms of Arthur Miller’s play Death of a Salesman.

“I was like Willy Loman,” he told Guy Raz in a surprisingly emotional exchange. “I was a travelling salesman. I would load up my car – it was a Volvo [station]wagon at the time… I would visit ski shops, surf shops, skateboard shops, but nobody wanted any part of it… One time I went out with 38 snowboards and I came back with 40, because one guy had given me two back.”

“Were you discouraged?” asks Raz. Personalized I Love That We Don’T Have To Say Out Loud That I’M Your Favorite Child Mug

“Yeah, I had a few days when it was tough getting out of bed.”

“Because you were getting rejected all the time?”

And at this point you can hear Carpenter’s voice start to crack as he replies: “All day long.”

Part of the problem was that, in the early days at least, snowboarding wasn’t something you could do in a ski resort. Indeed, to begin with even Carpenter imagined it as an activity that would take place outside resort boundaries: not for nothing was his 1977 prototype called “the Backhill.”

“You could not go in a resort [with a snowboard] and, to be honest, I didn’t start it as a resort thing,” he told Raz. “Skiing at the time was 20 bucks a day, it was a lot of money, so this was a cheap way to have a lot of fun when there was snow on the ground.”

Initially, the ski industry was openly hostile to snowboarding: by 1985, 93 per cent of US ski resorts had banned it. However, by 1995 more than 90 per cent allowed snowboarding, with many actively marketing themselves to snowboarders.

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