The Challenge
X Games is an iconic brand, but in recent years, their merchandise had fallen behind. Their apparel wasn’t resonating with their core 18–34 demographic, sales were flat, and cultural relevance was slipping. They needed to refresh their entire product offering and reintroduce their brand to a younger, style-driven audience.
They didn’t just need new merch they needed a new perspective on what X Games could look like in the hands of fans, athletes, and future brand ambassadors.
Our Approach
We led with design. Our creative team built a collection inspired by current streetwear and action sports trends, while honoring the legacy and visuals that make X Games recognizable.
We introduced new silhouettes and bold graphic systems that could stretch across apparel, headwear, and accessories. Each product was built with retail performance in mind, designed to look just as good on the street as it does at the event.
The Solution
We developed a full collection of event and e-commerce-ready merchandise, including:
- Crop tops, bucket hats, and lightweight jackets designed for movement and visual impact
- T-shirts, hoodies, and sweatpants with fresh, high-energy artwork
- Athlete-forward sizing and details to support visibility during competition
- Functional accessories and drinkware for fans and partners
All graphics were aligned under a single, modular brand system that could stretch across product types and campaigns.
The Results
The new line became X Games’ best-selling merch in years, moving quickly both onsite and online. Athletes were wearing it, fans were buying it, and the brand started to feel culturally relevant again.
This wasn’t just a merch refresh, it was a reset. It demonstrated how the right product, design, and rollout strategy can reenergize a legacy brand for the next generation.
