X Games - League Launch

With the launch of the first-ever X Games League, WKND HRS was tasked with building the identities of all eight inaugural teams from the ground up. Working closely with team owners, investors, and league leadership, we developed distinct team brands that could stand on their own while contributing to one visual universe for the entire league. From team visual identities and branding to custom jerseys, merchandise, and supporting brand assets, we created everything needed to bring each team to life. Each identity was designed to capture the personality, culture, and spirit of its team while pushing the boundaries of traditional sports branding. The result was eight unique challenger brands built to connect with a new generation of fans and help establish the brand foundation of the X Games League.

Client: X Games
Category: Creative & Design
Services: Creative Direction, Branding, Visual Identity, Social & Digital Design, Brand Guidelines
Year: 2026

Eight clubs, eight brands, one league. We built the identity of every founding club in the X Games League, from XC Los Angeles and XC Tokyo to XC Park City and XC Whistler.

The League

X Games launched the MoonPay X Games League in 2026: four summer clubs for skateboarding and BMX and four winter clubs for skiing and snowboarding, each tied to a home region.

The Challenge

Each club had to stand on its own in its home market and still read as part of one league, a first for a sport built on individual athletes.

The Job

Visual identities, custom jerseys, merchandise and brand guidelines for all eight clubs, built with team owners, investors and league leadership.