A New Era: X Games Unveils Rebrand and Bold New Look
The X Games has always been the epicenter of action sports culture. It is a proving ground where legends are forged. Now, the brand is looking toward its future with a major rebrand. This includes a new visual identity, logo, and bold vision for competition. This change is more than aesthetic. It signals that the X Games is fully committed to reinventing itself for a new generation of athletes and fans.
A New Look for a New Vision
The most noticeable change is the new logo, replacing the classic red "X" and globe design. That design defined the brand for years. The updated logo is a modern, streamlined "X" with sharp angles and a dynamic look. X Games CEO Jeremy Bloom said it is "built like a trick," with "every angle cut for speed, every space engineered to hold weight." The rebrand’s philosophy shifts focus to the athletes who built the brand, placing them front and center.
The Future is Here
The rebrand marks the first step in a broader overhaul that will culminate with the launch of the X Games League (XGL) in 2026. Historically known for individual triumphs and iconic moments, the X Games is now aiming to reshape competition itself. As a result, the XGL will shift from a single-event model to a year-round, team-based league. By drawing inspiration from global powerhouses like Formula One and the NBA, the format seeks to build deeper storylines, foster consistent rivalries, and provide more stable career paths for athletes.
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How the League Will Work
The XGL will be divided into two distinct seasons: a Summer XGL for skateboarding and BMX, and a Winter XGL for skiing and snowboarding. The inaugural season will feature a minimum of four teams, or "Clubs," with plans for expansion in the future. These Clubs will be owned by investors, a move designed to secure the long-term financial health of the league.
Through a draft process, top athletes from around the world will be assigned to Clubs. These Clubs will bring together a mix of elite competitors, featuring both men and women across multiple disciplines. In this format, an athlete’s success will impact not only their personal record but also the standing of their entire team.
A Season-Long Race for a Championship
Each XGL season will follow a multi-stop format, with every event offering teams and athletes opportunities to earn points. Moreover, standings will be updated in real time, creating an evolving season-long story that builds toward a Championship at the final stop. Consequently, this points system is designed to reward consistent performance, adding new strategy and excitement to the competition.
In addition, the format offers greater stability for action sports athletes. With guaranteed pay, benefits, and new opportunities through team sponsorships and merchandise, the XGL aims to professionalize the sport. As a result, athletes can focus on progression and performance without the financial uncertainty that has long challenged the industry. Ultimately, the XGL is not just a new league; it is a foundation for a more sustainable and exciting future for action sports.
