X Games emerged during “extreme” marketing boom in the 1990s

Extreme Games rebranded as X Games for global appeal

In 1996, ESPN shortened “Extreme Games” to “X Games” to make the name easier to translate for international broadcasts and to strengthen branding as the competition expanded to global markets.

ESPN launched X Games in 1995 with a $10M investment

ESPN invested a reported $10 million in the original 1995 “Extreme Games”—the production cost that launched action sports into mainstream culture and drew nearly 200,000 spectators to its debut in Rhode Island.

The X Games is an annual extreme sports competition

The official X Games site offers event schedules, athlete profiles, competition results, and news for both summer and winter editions—along with videos and highlights from skateboarding, BMX, motocross, and other action sports.

Interest in the X Games is growing fast among younger teens

The 2025 X Games Salt Lake City delivered double-digit viewership growth—up 12% across ESPN platforms from 2024—with a 328% surge among 12- to 17-year-olds.

The first Winter X Games launched in 1997 at Big Bear Lake

The inaugural Winter X Games in 1997 introduced snowboarding, skiing, and snowmobile events—helping boost winter action sports’ popularity and paving the way for snowboarding’s inclusion in the 1998 Winter Olympics.

X Games League to debut team-based format in 2026

Beginning in 2026, the X Games League will feature four city-based franchises with male and female athletes competing in skateboarding, BMX, and motocross—introducing season-long team competition to the event’s structure.

Contestants in an annual extreme sports competition are encouraged to use steroids and growth hormone, using athletes as guinea pigs.

The X Games pioneered broadcast innovation with live drone coverage

In 2015, ESPN used untethered drones for the first time in US live sports—deploying them at the X Games to capture aerial footage from angles previously impossible.

Explaining the rise in adult sports leagues

Community sports leagues shifted from publicly supported entities to privatized ones in the 1990s, as tech advances streamlined registration processes. Millennial interest drove significant growth in social sports leagues for adults, growing much faster than other kinds of sports. A few industry leaders have benefited from this shift.

The X Games hired new CEO Jeremy Bloom in December 2024

In this podcast interview, X Games CEO Jeremy Bloom reflects on his first time running the competition—discussing event logistics, athlete relations, and strategies to grow the brand under new ownership.

The Salt Lake City event marked the X Games’ 30th anniversary

At the 2025 Salt Lake City X Games, Ryan Williams landed his first BMX Dirt gold medal with a triple backflip; 14-year-old Heili Sirvio and 15-year-old Arisa Trew made groundbreaking wins in women's Park and Vert Best Trick; and Justin Dowell took BMX Park gold.

A 1973 ad is credited with accelerating the Super Bowl advertising craze

The Super Bowl’s history as an advertising phenomenon began in earnest during the 1970s. In 1973, for instance, Joe Namath and Farrah Fawcett starred in Noxzema’s “Cream Your Face” ad, which Smithsonian Magazine says helped establish the game “as an event for advertisers.” Read this article to learn more about how the Super Bowl became advertising’s, well, Super Bowl.

See how the Winter X Games course is built

Winter X Games courses are custom-built over weeks, with crews moving thousands of tons of snow to create features like halfpipes and jumps—incorporating athlete input to ensure challenging designs that push progression and safety.

Tony Hawk landed the first-ever 900 at the 1999 X Games

Tony Hawk made history by landing the first 900-degree spin in competition in 1999 after 11 attempts—creating one of the most iconic moments in action sports.

Snowboarding was first included in the Olympics in 1998

Snowboarding entered the Winter Olympics in 1998 in Nagano, Japan, featuring giant slalom and halfpipe events—a move influenced by the sport’s rapid growth and mainstream exposure through competitions like the X Games.

The 1960s through 1980s are generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

The 1960s through 1980s is generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

A short-lived dance festival gave a promoter the idea for Coachella

In 1996, Goldenvoice CEO Paul Tollett helped organize the Organic festival, an all-night electronic music festival held at a ski resort east of Los Angeles. Tollett said he was inspired by the way Organic's lineup brought the United Kingdom's burgeoning rave culture to a distinctly picturesque and American venue and environment.

From 2011 to 2012, a show about 'Extreme Couponing' aired on TLC

The television show gave viewers an inside look at the lives of Americans who treated couponing like an extreme sport. These people would often stockpile hundreds of products they acquired via deals found on coupons in their homes.

American Express is targeting Gen Z, who are generally less risk-averse than older generations

Unlike Millennials, who grew up during the Great Recession in 2008, Gen Z has a higher risk appetite and has grown up with more gamified spending platforms, like online gambling and prediction markets. Analysts say Gen Z's risk appetite makes them prime targets for credit card companies like American Express that can sell younger customers on large benefits in exchange for annual fees.

The sports competition developed on the Alaskan tundra

Alaska's NYO Games invite high school athletes from the state's over 270 indigenous tribes to compete in numerous events based on survival tactics developed by their ancestors. This short documentary from Great Big Story walks through some of the more grueling events and speaks with the Games' coaches and young athletes about how the event preserves their shared culture.

Running became more popular in the mid-20th century

Once considered a fringe activity, running eventually became an American interest. The trend was spurred in part by the 1966 book "Jogging," which was cowritten by Bill Bowerman, the cofounder of Nike.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

Nvidia pioneered the GPU industry via its origins as a video game company

From the mid-1990s to early 2000s, Nvidia carved out a niche as a maker of semiconductor chips specially designed for the video game industry. Nvidia broke through the competition to seal deals with TSMC and Microsoft, and popularized the term "graphics processing unit," aka GPU.

The ubiquitous 1990s “Got Milk?” ad campaign was intended to fix milk’s dwindling popularity in the late 20th century

Despite its success in spreading the word about milk, the sales numbers weren’t quite as impressive. This Mental Floss article details the marketing efforts themselves, as well as how milk lobbyists didn’t necessarily succeed despite their revolutionary ads.

Shaun White is among the most decorated X Games athletes

Competing in both snowboarding and skateboarding, Shaun White has won 15 X Games gold medals—10 in snowboard superpipe—making him one of the most successful and versatile athletes in the event’s history.

McMahon made WWE more graphic to compete with other outfits

In 1997, Vince McMahon ushered in a new era for the WWF, one that would later called the “Attitude Era.” In this clip, McMahon explicitly tells viewers what they can expect moving forward and shows how he thinks about his organization, mentioning Jerry Springer, soap operas and "Seinfeld."

The moment Bill Gates and the Rock announced the original Xbox at CES 2001

At CES 2001, Bill Gates and Dwayne “The Rock” Johnson took the stage to unveil the original Xbox. This memorable moment marked Microsoft’s entry into gaming and set the tone for its console brand.

Watch ESPN's compilation of iconic moments in sports from 2000 to 2009 in their 'Images of the Decade' special.

Ryan Sheckler won X Games gold at only 13 years old

In 2003, Ryan Sheckler won the skateboard park event at the X Games, becoming the youngest gold medalist in the competition’s history at just 13 years old.

The steep and slippery Russian ice slides sparked centuries-long obsessions with thrill-seeking

When a French traveler happened upon the 17th and 18th century Russian pastime of sledding down man-made hills, he brought the idea home and inspired others to modernize the mechanics. Adoration for coasters spread around Europe and eventually reached the US, where the scream machine would undergo major advancements.

Bob Burnquist delivered a near-perfect vert run at the 2001 X Games

Bob Burnquist scored 98.00 in skateboard vert at the 2001 X Games, executing tricks never before attempted in competition—widely regarded as one of the greatest vert runs in history.

Steve Jobs introduced Apple’s 'Think Different' marketing campaign

Jobs introduced the now-iconic “Think Different” marketing campaign. It won numerous awards, symbolized Apple’s new era under Jobs, and showed off his understanding of branding.

'Stadium Events' is one of the rarest Nintendo games

The world of rare and expensive Pokémon cards

The rising value and popularity of Pokémon trading cards is driven by nostalgia, influencer culture, and the launch of Pokémon Go. Fans of the decades-old Japanese game are now seeking to buy rare cards in mint condition for thousands of dollars, sometimes even millions. Learn more about the frenzy to collect these rare cards, and how influencer Logan Paul helped boost market interest in this article.

How ‘Napoleon Dynamite’ rewrote the indie movie marketing playbook

"Napoleon Dynamite" was a phenomenon when it was released in 2004, but the excitement around the film was the result of a carefully executed, outside-the-box PR strategy that featured free screenings, endless merch, and an early form of stan-centric social media. This deep dive into the film’s inventive marketing tactics explain how a film with a modest budget was able to become a cultural sensation.

The ultraviolent Mortal Kombat caused panicked parents and lawmakers to create the video game industry's first rating system in 1993.

Microsoft developed the Xbox to compete with Sony's all-in-one entertainment hardware

The video game console originated as a side project between four DirectX developers, from whom the console's original name, "DirectX Box," derives. These developers sought to counter Sony's PlayStation product line, which they saw as capable of capturing all entertainment markets by playing games, CDs, and DVDs.

Apple’s '1984' ad aired once during the game and permanently shaped their advertising

During Super Bowl XVIII, Apple aired its dystopian “1984” commercial once to a mass audience, introducing the Macintosh and positioning Apple as a challenger to IBM’s dominance in personal computing.

The '90s saw a resurgence of the girl group

The '90s saw a resurgence of the girl group, with acts like TLC, the Spice Girls, and Destiny's Child turning the model on its head. While still strongly influenced by the '50s and '60s girl groups, these acts also worked in hip-hop and dance music. More significantly, they emphasized female empowerment—or "girl power"—rather than adolescent yearning.

Ultrarunning has grown exponentially in the 21st century

Ultrarunning, generally defined as races 50k and longer, has exploded in the past few decades. In 2000, there were 89 official races; in 2023, there were nearly 760. That's a 753% increase.

Sports media have also embraced sports betting

For decades, ESPN kept its distance between reporting on games and talking about gambling lines. Sports teams refused to have franchises in Las Vegas, fearing it would harm the sport. But since 2018, that has changed. ESPN’s personalities regularly pick games, and the company has also launched its own betting app.

College football bowl games boast some of sports' most absurd names and sponsors.

Widespread use of LSD sparked a counter-cultural artistic movement in the 1960s

The trippy visuals often associated with LSD flourished in the 1960s as the drug became more widespread. Psychedelic design, defined by its undulating text and graphics, ultimately grew beyond just visuals, spawning psychedelia, a term that includes art, music, and cultural experiences based on psychedelic experiences.

Frisbee, Jet Ski, and Dumpster—explore a list of words you might not realize are trademarked

Many products that have become household names started out as first-of-a-kind items. As those products grew in popularity, the brand name became the default name for the product.

'Foodie' culture arose in the early 2000s

Food writer Jaya Saxena attributes the mainstreaming of the term to early-aughts TV shows, including “Top Chef” and “No Reservations,” as well as the dawn of social apps like Yelp, which turned everyday diners into critics.

The 100 most significant sports moments between 2000 and 2025

This list ranks the 100 most significant sports moments of the first 25 years of the 21st century. The editors compiled the collection based on a list of factors, including the "collective joy" factor, whether it made you curse in disbelief, and how much it transcended the sport and entered the broader culture. The top moment: The improbable "helmet catch" during the Super Bowl in 2008.

Between 2019 and 2025, sales of board games jumped more than 30% in the US.

In the '90s, country aimed for stadiums

While the early 1900s built the template for country music as a genre, the 1990s pushed the music into the mainstream, setting the course for country’s modern ubiquity. Artists like Garth Brooks and Shania Twain pushed against the genre’s orthodoxy, turning the music into blockbuster entertainment with a pop sheen.

The 1968 'Game of the Century' turned college sports into prime-time TV

The 1968 NCAA men's championship was the first game broadcast live in prime time. It met the moment, offering a legendary rematch between UCLA (led by a young Kareem Abdul-Jabbar) and Houston (led by standout center Elvin Hayes). This retrospective breaks down what made the game such a successful spectacle and how it transformed the market for all college athletics.