The X Games
X Games is the hugely known annual sports event that is controlled and arranged by U.S. broadcaster ESPN. It was created in 1995 and its focus is solely action sports.
The event is growing and it was announced that it would be globally expanding. In 2013 there will be three new host cities. These were announced to be Barcelona, Munich and Foz do Iguacu in Brazil. These cities were chosen from a group of nine and will join current hosts Aspen, Tignes and LA. These decisions were mostly based around their action sports culture. Scott Guglielmino, senior vice president of programming and X Games with ESPN, believes that he is creating a huge stage for action-sports athletes; he believes that the growth in the X Games will provide them with an even larger platform to grow as athletes.
The X Games is massively growing and is not only adding these venues but will be using music, film elements and style to a greater degree. Guglielminco describes this as the transformation from an action sports competition brand into an action sports lifestyle brand.
The competition often features new tricks and these in the past have included skateboarding legend Tony Hawk performing the 900, a 900 degree aerial spin which has since been completed by 9 other skate boarders. BMXer Anthony Napolitan smashed the first ever double front lip on a bike at the X Games.
Running alongside the X Games is the X Fest, which offers a chance to get the athletes autographs, enjoy live music and interactive events.
The plan is to take X Games to another level. 2010 skateboarding champion Pedro Barros describes the choices of new locations as being more demographic and giving new riders the chance. He also believes that this can be the start of a new era in action sports history.
The Winter X Games take place in January (or occasionally February), in Aspen, Colorado and the summer X games in August in Los Angeles.
The X Games serve as true proof of the popularity of action sports. These action sports originally started as young people trying to find creative things to do on wheels and boards. The X Games puts a reward down, and just like the Olympics, Athletes are awarded gold, silver and bronze for achieving a first, second and third place.
Originally there was only the summer X Games which has variations on the basics of the action sports. Skateboarding has vert, where athletes are judged on tricks inside a half pipe and street where competitors perform tricks in a manufactured street.BMX has the same events, plus Air where athletes ride up a large ramp and perform tricks in the air.
In 1997 the Winter X Games were invented, they feature similar variations on skiing, snowboarding and other snow related sports. They have unfortunately never matched the popularity of the Summer X Games.
It is a tribute to the popularity of the X Games that the Olympics now feature action sport events
Acton sport royalty in the form of skateboarding stars Tony Hawk, Bucky Lasek and Bob Burnquist and BMX heroes Dave Mirra, Mat Hoffman and Andy Macdonald have all taken part.
Urban Kreation are proud to see our own Daniel Sandoval taking part,he deserves huge respect for even receiving an invite to the exclusive event.
With ESPN as a sponsor it is believed that the event can only grow. By keeping the X Games current, they maintain a hold on the young, male age group (about 12 to 34) that is highly profitable. According to a 2009 SportsBusiness Journal story, The X Games franchise makes more than $120 million in retail annually from its consumer and licensing business. It is also watched by over 5.7 million people.
As action sports grow, so will this event. Watch this space.
