X Games Goes “ALL IN” On The Future Of Action Sports
Long known as the home of rebellion and progression, X Games has officially hit reset with a full rebrand—fresh logo, bold visuals, and an identity built to move as fast as the riders redefining the culture. But this isn’t just a new coat of paint. It’s a full-on reinvention of what action sports can be over the next 30 years.
The biggest move? The X Games League, a first-of-its-kind, year-round, team-based league launching summer 2026. Think crew rivalries, team pride, and new ways for athletes to cash in—all while still chasing individual glory. Add in AI-assisted judging, sports betting, and a global push to bring the X Games vibe to more corners of the world, and you’ve got a play that rewires the fan experience from the ground up.
“X Games has always been where outsiders became icons and impossible became possible,” said Jeremy Bloom, CEO of X Games. “We’re staying true to that DNA—pushing limits, celebrating individuality, and challenging the status quo—but we’re also reimagining what’s next. This is more than a rebrand. This is the future of sports. And our athletes and partners are ALL IN.”
