Our PurposeAbove all, the X brand is a business. Everything we do and say must increase its value.

All of our communications should present a consistent message that motivates our audience to interact with the brand in some way, whether it’s seeking information, watching the sports, or making a purchase.

Our passion and respect for action sports and the surrounding

lifestyle are the driving force behind the brand.

We value the community of people who appreciate the innovative, the bold, the expressive, the determined, and the vigorous.

We’re inspired by their desire to push action sports forward by finding new ways to defeat gravity and defy physics.

We believe in inclusion.

People should feel welcome to participate in action sports as athletes and as spectators. So we invite them in. The X brand serves as a gateway, a knowledgeable, open hub that’s a platform for originality.

Our goal By making the action sports community more accessible, we invite our audience to experience the passion, individuality and personal expression of the culture.

Once we’ve introduced people to this exciting culture, we encourage them to use us as a springboard to further explore their interests. We will continue to facilitate discovery along the way.

Our mission: Open the door to the evolving culture of action sports.

There are 4 ways we will make this happen.

1 Engage X is a starting place

for getting involved with action sports. The culture can be intimidating, so we break down barriers and provide direct access.

We earn people’s interest by showing what the X brand has to offer and how it fits into their lives.

2 Enrich We’re not only a gateway to action sports, but a constant contributor

and live platform where the culture can thrive.

We work to cultivate the action sports community by educating people about the lifestyle and by supplying the equipment needed to enjoy the sports.

Because the sports don’t stop, neither do we. With each new trick and style, we’re constantly evolving, always remaining true to the sports, the fans and the lifestyle.

3 Entertain We provide the stage where

creativity, personal expression, and courage meet.

We showcase the athletic and artistic talents of the progressive action sports community.

And we make it so entertaining and accessible that our audience will seek it out.

4 Excite Excitement is why action

sports exist. It’s why we exist.

Our job is to help people experience that excitement in ways they can relate to so they can take the culture and make it their own.

We want to be the first place thrill-seekers seek their thrills.

We don’t just want to break up the day-to-day monotony, we want to shatter it.

There’s something special about sports that rely not on sticks or balls, but on style and imagination. Something different.

We’re committed to providing a platform for this evolving culture that transcends the sports. And we’re dedicated to making the community accessible to anyone who dares to explore it.

Our Future