X Games League

Launching a New Era of Action Sports

When X Games launched the inaugural X Games League, I worked as part of the agency team supporting its social rollout across four global clubs. My role included developing organic content, contributing to each club's visual identity and brand voice, managing calendars across multiple accounts, engaging with fans, supporting paid social campaigns, and helping communicate a brand-new competition format to both longtime action sports fans and new audiences. I also supported real-time coverage during key moments, including live social publishing throughout the inaugural player draft.

Launching the league wasn't simply about publishing content - it required translating a new team-based format for an audience that has traditionally embraced individual athletes and a countercultural identity. Across four club accounts, I helped create content that educated new audiences while maintaining an authentic voice that reflected the culture and personality of action sports. That balance was critical to introducing the league without losing the DNA that has defined X Games for more than 30 years. By the end of our agency's partnership with X Games, the league had introduced four club brands, completed its inaugural player draft, and launched its first competitive season.

Branding & Identity | Content Strategy | Reel Editing | Social Media Management | Reporting