X Games rebrand

X Games is one of the world’s most recognizable action-sports institutions, a global league where skateboarders, BMX riders, skiers, and snowboarders push the outer limits of athletic possibility. Founded by ESPN, the competition has evolved into a year-round ecosystem of events, broadcasts, and digital storytelling, shaping how action sports are seen and celebrated.

Across summer and winter seasons, X Games operates as both showcase and proving ground: a space where athletes meet high and intense stakes, define entire eras through a single run or trick. Its identity must hold all that intensity while remaining clear, immediate, and unmistakable at any scale.

Record Laser appears throughout the identity as the primary wordmark. Its sharp, unapologetically retro-futuristic forms capture the speed and adrenaline core to X Games culture. The typeface’s angular rhythm and high-impact silhouette lend the brand a distinct visual charge, one that feels equally at home on a broadcast graphic, a leaderboard, or a city-scale billboard. For the main titles, the design team choose bold weights of Lateral Extended and paired it with Lateral Condensed and Medium for the lower level of text. Lateral is a super extensive font family by Schick Toikka.

The rebrand was developed by WKND HRS, with contributions from designers including Noé Garsoux, Manas Trivedi and others.