Creative Direction: Alex Zartman and Chris McClure
Photographer: Jason McDonald

I was tasked with developing the XG3 branding and packaging. In addition, I was tasked with developing the look and feel for the inaugural collection of hard goods, 3 premium BMX bikes and protective gear to be launched at Dick's Sporting Goods. Subsequently, I was responsible for helping direct the product shoot and then developing a merchandise catalog showcasing the product. The opportunity to ride BMX bikes around New York's meatpacking district with BMX legend Mat Hoffman was a memory I will not soon forget.

ESPN Consumer Products launched XG3 by X Games, a brand built on the foundation of the world’s foremost action sports competition – the X Games. XG3 was developed to honor the progression, creativity and community of 15 years of X Games and will span the three cornerstone action sports: bike, skate and snow.

The brand will debut in collaboration with X Games BMX legend Mat Hoffman, featuring products with premium components and unique styling specifically designed for the sporting goods and specialty channels.

XG3 will debut with an exclusive collection of performance BMX bikes by Hyper and protective gear by Bell at Dick’s Sporting Goods. The highlight of the BMX collection will be the Mat Hoffman X Games 15th Anniversary Limited Edition BMX Bike.

“I’m honored to celebrate X Games’ 15th anniversary with my Mat Hoffman Limited Edition XG3 BMX bike,” said Mat Hoffman. “The X Games has taken action sports to new levels and XG3 will bring that excitement directly to fans.”