X Games Rebrands, Launches New Logo for 2025/26 Season

All Images: Courtesy of X Games

X Games released its new logo today, September 24, 2025, in a company-wide rebrand ahead of winter 2025/26. The latest in a spree of big changes announced by the brand, the new logo has drawn mixed reviews from fans across the internet.

The previous logo had become a staple of not just freeskiing, but of action sports at large. The signature red X with a globe at the center defined the X Games for the last decade, as what was once a niche competition expanded to global recognition. The new logo offers a more refined, minimalist look.

While we at FREESKIER are all for the idea of 'less is more,' that statement may have its caveats. X Games offered a detailed explanation for the renovation, stating in an Instagram post that, "The [new] X is built like a trick. Precise, balanced and charged with motion."

The previous X Games logo (left) alongside its newly release counterpart

The move was broadcast loudly by X Games, with a flurry of social media posts bringing athletes into the fold, including individual posts dedicated to skiers Zoe Atkin, Gus Kenworthy and Alex Ferreira. The accompanying video pulled on the nostalgia of the event, bringing us all the way back to Tony Hawk and cycling through some of the most memorable moments in action sports history.

X Games CEO Jeremy Bloom, who has introduced several contentious components to the Games, such as gambling and AI judging, explained the rebrand by saying, “X Games has always been where outsiders became icons and impossible became possible. We’re staying true to that DNA—pushing limits, celebrating individuality, and challenging the status quo—but we’re also reimagining what’s next. This is more than a rebrand. This is the future of sports. And our athletes and partners are ALL IN.”

The new logo is just the starting point when it comes to changes in the X Games. Other notable differences you can expect to see include:

• X Games League (2026): The world’s first team-based action sports league, debuting Summer 2026 with drafted athletes competing at every X Games. Over 150 athletes have declared for the inaugural XGL Summer Draft. The league will have both summer and winter seasons. 

• AI-Powered Judging (The OWL): A tool to be used by judges, attempting to bring less subjective scoring to X Games.

• Sports Betting & Fantasy Sports: Growing fan bases outside of the traditional action sports market.

• Year-Round Global Events: Expanding beyond the traditional summer/winter schedule, with more stops around the world and local-language broadcasts.

These changes are aimed at delivering more exposure and subsequent compensation to athletes, something everyone agrees is necessary and long overdue. Only time will tell if that outcome is achieved.

That being said, a logo is just a logo. No matter what your opinion on the design is, at the end of the day, if these new changes from Bloom and team deliver more engaged fans and better-paid athletes, that would be a win. But until that happens, we'll be patiently watching, hoping for the best.