"Graphic Reality"

Brand Concept

Fuck graphics. This isn’t some computer-generated, media event for hipsters. These are real sports invented by guys leaving gallons of blood on the pavement. You wanna show something graphic? Show that. Show the truth. 

Show the hardcore reality of the ones who risk their asses everyday to perfect their obsession. Show scabs on elbows and head-shaped dents in guardrails. Shit, man, show the half a donut I tossed in the dirt this morning.  That’s closer to my reality than your cartoon colors. If I wanna see spinning graphics, I’ll do 360s on my board. You can write your stats on the envelope of my overdue power bill, or on the first bus stop bench I ever broke. Whatever – as long as it’s some place real. The guys in these games aren’t trying to be cool, we just do what we do. Because we have to. 

While you're at it, you should ax that cutesy logo, too. Make it something real, like a scar on some dude’s back. Yeah, a scar in the shape of “X Games.”  That’s what my sport is about. Intense, graphic reality.  The kind with balls.