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X Games Diversifies Beyond Snowboarding and Skiing

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  Published in Sports and Competition on Thursday, January 15th 2026 at 2:56 GMT by USA Today

Beyond Snowboarding and Skiing: Diversification as a Key Strategy

Historically, the X Games were intrinsically linked to winter sports, primarily snowboarding and skiing. While these remain core components, Bloom recognizes that limiting the event's scope hinders its long-term potential. His strategy involves incorporating a wider variety of action sports, including skateboarding and BMX, and he's explicitly stated the goal of encompassing every sport within the action sports realm. This isn't merely about adding events; it's about attracting a broader audience and expanding the overall appeal of the X Games brand. The introduction of new sports also opens doors for fresh talent and narratives, ensuring the X Games stays relevant and exciting for generations to come. The careful selection of new disciplines is crucial, ensuring they align with the core values of action, skill, and athleticism that define the X Games experience.

Building a Year-Round Brand: Constant Engagement is Key

Perhaps the most significant shift Bloom is driving is the transformation of the X Games from a seasonal event into a year-round brand. Previously, the X Games were largely concentrated within a few weeks during the winter months. Bloom's vision calls for a continuous stream of content, events, and athlete engagement throughout the entire year. This includes online content, smaller-scale competitions, and innovative digital experiences designed to keep fans connected and engaged. This ongoing presence allows for deeper connections with the audience, fostering a community around the X Games that extends far beyond the traditional competition window. Bloom understands that sustained engagement requires a constant flow of content and opportunities for fans to interact with athletes and the brand itself.

Authenticity and Athlete Collaboration: Cornerstones of the Future

Bloom emphasized that the X Games' enduring success hinges on maintaining authenticity. He believes the event should serve as a genuine celebration of action sports culture and provide a space where athletes feel empowered to be themselves. This authenticity isn't just about the stunts and athleticism; it's about the spirit of innovation, camaraderie, and pushing boundaries that defines the action sports community. Furthermore, Bloom highlights the crucial role of athlete collaboration. He envisions the X Games as a partnership between ESPN and the athletes, recognizing their voices and contributions are vital for shaping the event's future. Direct input from athletes ensures the competitions remain relevant, exciting, and reflective of the community's values.

Looking Ahead: An Exciting and Expanding Horizon

Bloom's assessment - "We're just getting started" - encapsulates the immense potential he sees for the X Games. The expansion into new sports, the commitment to a year-round presence, the prioritization of authenticity, and the embrace of athlete collaboration all contribute to a dynamic and evolving future for the event. The X Games are poised to not only maintain their position as a leader in action sports but also to redefine what it means to be an action sports brand in the 21st century. Future iterations of the X Games are likely to incorporate augmented reality (AR) and virtual reality (VR) elements, providing even more immersive experiences for fans both at the events and at home. The possibilities are vast, and Jeremy Bloom's leadership suggests a very exciting journey ahead for the X Games and its community.