After elevating action sports to an Olympic level within the core fan base, the X Games wanted to reach out to the traditional sports fan and get them to tune in.

We had to make the football, baseball, and NASCAR fan understand that the same qualities they admire in their favorite sports was part of the epic athleticism of the X Games.  We needed to erase the stereotype that X athletes were just bombastic members of the Jackass tribe by elevating what was in their minds, hearts, and views in an unexpected way.