OutreachX Games

X Games and ESPN Corporate Citizenship launch new anti-bullying campaign, “Shred Hate”

EDITOR’S NOTE: Amy Lupo is ESPN’s senior director of marketing and content strategy.

Together with ESPN Corporate Citizenship, X Games is proud to have launched a new bullying prevention campaign this month called, “Shred Hate.”


For more than 20 years, the X Games has represented individuality in sport and progression, with our athletes often taking the non-traditional sports event route in their lives. The individualism of these athletes often isolated them during their growth. Bullying has become a widespread issue around the globe with nearly one in four students reporting instances of bullying.

Marrying the perspective of these amazing athletes with four innovative organizations – No Bully, DoSomething.org, GLSEN and Crisis Text Hotline is the foundation for Shred Hate.

Since we launched last week, I’ve heard from many athletes and action sports industry reps looking to see how they can get involved in the program. We’ve had early social support from more than 30 athletes including Chloe Kim, Mark McMorris and Bobby Brown. It’s amazing to see what impact the initiative has made in its infancy! Tucker Hibbert, one of the most decorated X Games snocross riders who hails from Minnesota, reached out immediately asking how he could help.

Be sure to check out XGames.com/ShredHate – which showcases a new Shred Hate PSA and links to resources for those in need. Our hope is to evolve the site into a place where people can post ideas for bullying prevention, instances of success and more. Much like the X Games, we’re able to grow Shred Hate as we see the wants and needs of our fans.

Onsite in Aspen and Minneapolis, we’ll offer a space for fans to come learn about Shred Hate efforts in our X Games village with a digital and social interactive program, athlete autograph sessions and more.

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