Pretty much every time he sees a snowboard go airborne at the Olympics, Jake Burton sees his name in lights. 
It's good to be the godfather of the sport.
Burton, the founder of the modern-day snowboard, gets plenty of publicity thanks to having his name -- and the name of his company -- prominently displayed on the bottom of the boards that more than half the riders use in any given competition.
The IOC, very strict on who can advertise what during the Olympics, does allow athletes to display the marks of their equipment makers on the gear they wear to compete. Snowboards have long had their logos stamped on the bottom of the boards, and, of course, snowboarders fly very high.
Burton says ``we don't have our hands in the cookie jar.''
``We just happen to have a beautiful canvas to do art on, or whatever,'' he said. ``It's great. I think it's appropriate the way it's done.''
With numbers flattening in the United States over the past decade, 60 percent of Burton's revenue comes from foreign markets, and it has been growing in Asia, especially with this Olympics and the next (Beijing) headed for the continent. 
Burton entered the China market five years ago and has been growing at about 25 percent annually. According to numbers provided by the company, there could be 300 million winter sports participants in China come the 2022 Olympics.
South Korea's winter-sports market isn't quite as big, though Burton, whose company has a flagship store in Seoul, said he's expecting some uptick in the aftrermath of the Pyeongchang Games.
``Thanks to Chloe Kim,'' he said. ``I think there are going to be a lot of girl snowboarders coming out of this country.''