This weekend, the global stage for extreme sports, the X Games, will witness athletes converging in Aspen, Colorado. Adding an electrifying touch to the event is MobileX, standing as the exclusive wireless carrier partner. The adrenaline-fueled X Games Aspen 2024 is set to welcome athletes from around the globe to Aspen, Colorado. What adds a unique touch to this year’s event is the dynamic partnership between MobileX and Thayers, each bringing its own flavor to the extreme sports competition.
A Unique Leap for MobileX
In a remarkable stride, MobileX aligns itself with the adrenaline-packed X Games, drawing inspiration from its founder Petter Adderton’s affinity for the extreme. Despite being a relatively new player in the wireless scene, MobileX, launched officially just a year ago, has already left its mark. Operating on Verizon’s network, it boasts significant savings on data usage, driven by its innovative use of artificial intelligence (AI). MobileX positions itself as a game-changer in the MVNO landscape.
A Flashback to Success
Adderton, the brain behind Boost Mobile in Australia and its subsequent launch in the U.S., reminisces about Boost’s inaugural sponsorship at the X Games in Aspen, labeling it as “extremely successful.” As the current CEO of MobileX, he sees a natural synergy between the brand and the X Games, emphasizing the values of “expression, freedom, and creativity.”
Revolutionizing Wireless with Sizzle
MobileX, under Adderton’s leadership, aims to inject excitement into the wireless industry, drawing parallels to the impactful Boost brand promotion by hip-hop artists in 2002. Adderton critiques the conventional mobile carrier mentality, branding it as a “country club” culture, making MobileX’s vibrant identity crucial for differentiation.
Spotlight on MobileX at X Games
As the official wireless carrier partner, MobileX takes center stage in X Games coverage on ESPN/ABC, Twitch, and YouTube from January 26 to January 28. The undisclosed sponsorship investment reflects MobileX’s commitment to elevating its brand.
Distribution Dynamics
While keeping details under wraps, Adderton discloses MobileX’s low operational costs, primarily driven by its cloud-based infrastructure. Distribution becomes pivotal, with Walmart being a significant partner. MobileX’s presence is set to expand across 3,700 Walmart stores nationwide and on Walmart.com.
Navigating Challenges and Looking Ahead
Acknowledging initial challenges, Adderton admits MobileX’s beta launch in 2022 was a “disaster.” However, the brand has evolved, addressing concerns and positioning itself light years ahead. The current BYOD (bring your own device) model sets the stage for future offerings, emphasizing unlocked devices and avoiding the subsidy business.
Future Moves and Dealer Dynamics
MobileX’s future plans regarding dealer partnerships remain undisclosed, with Adderton teasing, “stay tuned.” The brand aims to energize the wireless dealer space, continuing its tradition of supporting independent wireless dealers.
Thayers: Elevating Skincare in Extreme Conditions
A Dynamic Partnership with X Games
Thayers, a prominent skincare brand, extends its partnership with X Games Aspen 2024, building on the success of X Games California 2023. The brand solidifies its position as the first official partner in the beauty and skincare category, sponsoring the Knuckle Huck ski and snowboard events.
Empowering Women in Action Sports
Thayers introduces women’s ski and snowboard Knuckle Huck events for the first time in X Games history, aligning with its commitment to inclusivity. The brand’s interactive on-site experience, the Apres Ski(n) Lounge, provides an immersive space for spectators, blending skincare education with action sports.
Thayers’ Aspen Takeover
Thayers’ presence in Aspen encompasses branded chair lift photo moments, athlete sampling in the Athlete Lounge, and the debut of the Thayers Stoke Meter for viewers at home. The brand strategically utilizes major broadcast networks and streaming platforms for engaging ad spots, creating a pervasive presence throughout Aspen.
Catering to Winter Skincare Needs
Acknowledging the harsh conditions faced by winter athletes, Thayers introduces a moisturizer range tailored to combat dryness. Dr. Dustin Portela, a renowned dermatologist, endorses Thayers’ skincare routine, emphasizing deep hydration and protection against the elements.
Gen Z Focus and Future Plans
Thayers aligns with the dynamic Gen Z audience, expanding beyond toning products to offer a three-product moisturizer range. The brand’s commitment to addressing Gen Z’s skin concerns includes the upcoming launch of an acne-focused line in 2024.
MobileX and Thayers: A Dynamic Duo
MobileX and Thayers join forces in sponsorship, each adding a unique flavor to the X Games Aspen 2024. As MobileX reshapes wireless dynamics, Thayers brings skincare innovation to extreme conditions, collectively elevating the spectator experience at this iconic action sports event.
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