X Games Consumer Products Launches New X Games Gear Advertising Campaign Today

“X Games Happens Everyday” Spot to Premiere Nationally April 9

X Games Consumer Products announced a new on-air advertising campaign entitled “X Games Happens Everyday.”  Set to debut nationally today, the commercial captures the sense of adventure that X Games Gear brings to the daily lives of kids across the country. 

“X Games Happens Everyday” follows a group of young suburbanites as they attempt a feat that has never been done in their neighborhood before – the brick jump – five in all.  The spot tells the story of how the lifestyle that has grown out of the X Games translates to everyday kids, and X Games Gear plays an integral role in that story.  X Games Gear is designed for boys age eight to 12, and resonates with the children of today as they dream of becoming the action sports stars of tomorrow.  The commercial will feature the entire product line, including apparel and accessories, bikes, skateboards and protective gear. 

“We are excited to bring X Games Gear to life with the launch of our new campaign,” said Chris Brush, vice president, brand extensions and development.  “This spot tells a story of aspiration in a way that will resonate with children and parents alike. It makes a direct correlation between real life experiences, our product and the desire that kids have to be X Games athletes.”

The “X Games Happens Everyday” campaign was conceived and developed by The Martin Agency, with Rob Schapiro as senior vice president, group creative director, and directed by the Neistat brothers.

“The X Games Gear campaign concept is a true testament to the reach and growth potential of the X Games Franchise,” said Rick Alessandri, senior vice president and general manager, ESPN Consumer Products and managing director, X Games.  “It speaks to the rudimentary beginnings of the X Games and its position on the international stage, while still having a natural fit into the everyday activities, lifestyle and aspirations of children everywhere.”

On April 9, the commercial (CLICK LINK TO VIEW: http://www.espnmediazone.com/mediacenter/mediacenter.html ) will begin airing for five weeks across multiple ESPN platforms.  In addition, starting April 12, it will air for three weeks on additional channels such as ABC Kids, Fox Kids, CW Kids, Cartoon Network and Nickelodeon.  During the next 12 months the “X Games Happens Everyday” campaign will serve as a consumer communications platform and will also be wraped across media, including print, radio and online.

Fans can find X Games Gear sporting goods at Wal Mart, and Toys 'R Us stores, and apparel and accessories exclusively at JCPenney.  For a store locator, fans can log onto xgamesgear.com.

About ESPN Consumer Products

ESPN Consumer Products serve the fan and reflect the assets and equity of ESPN.  ESPN Consumer Products oversees the development of product lines under the ESPN, X Games and BASS brands.  The X Games Consumer Products is a full line of action sports-themed products designed for the action sports fan and enthusiast, product lines include lifestyle apparel, sporting goods and protective gear.

ESPN first developed its X Games franchise in 1995 and today is recognized as the premier action sports brand in the world. As part of the ESPN Original Entertainment division, X Games, Winter X Games and All Access are just some of the original action sports programming currently shown on ESPN and ESPN2. The brand has also grown to include international X Games events, EXPN.com, EXPN Radio, the large format film ESPN's Ultimate X, and various X Games-branded retail products.

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