Snowboard Iskola

After a groundbreaking event in Aspen last month, X Games has announced that entrepreneur Shaun Neff has joined its ownership group as an investor and a marketing advisor.

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This move aims to accelerate the brand's growth strategy, expanding its event and content offerings to include more inclusive qualifiers and new pop-up events combining sports, music, and culture. The competitions will emphasize style and creativity, allowing fans and athletes greater self-expression than in other competitions.

In addition to the iconic winter and summer games, X Games will host the Summer X Games in Ventura from June 28-30, with dates for additional new events to be announced soon. Neff, known for advising major companies like Sony Electronics, Target, and Walmart, brings a wealth of experience to the table. As the former part-owner of Sun Bum and a current member of the Los Angeles Football Club ownership group, Neff's brand incubator, Beach House Group, has played a key role in the success of celebrity brands such as Moon Oral Care, BEIS, and Florence by Mills.

Having founded Neff Headwear in 2002, Neff is no stranger to the action sports industry, and that is music to our ears. Neff Headwear quickly became a leader in youth culture, collaborating with celebrities and athletes like Scarlett Johansson, Snoop Dogg, and Kevin Durant to create innovative capsule collections, solidifying its position as a pioneer in extreme and action sports headwear, while also remaining true to the core.

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