The much publicized decision made by ESPN to file a lawsuit against Quiksilver over the letter ‘X‘ (silly, isn’t it?) is a decision that will continue to find ESPN and the X-Games painted into a corner all by themselves when it comes to the action sports industry.
In short, the lawsuit basically states that Quiksilver uses a stylized “X” emblem on clothing, labels and accessories that is “confusingly similar” to ESPN’s logo for the series of surfing and biking contests.
Aside from the fact that the basis of this lawsuit appears to be petty and childish, picking a fight with one of the biggest brands in all of action sports isn’t going to do anything beneficial for the continually sagging ratings of the X-Games. For most of us, Quiksilver is a brand that is near and dear to our hearts and one that we would side with over ESPN in a heartbeat.
It has been a gradual decline for the X-Games, but ESPN seems intent on speeding up the process of seeing the games go by the wayside altogether. We just witnessed how well the ‘let’s drop Vert, the event that put us on the map and gave us our signature moment’ decision went over with the masses. Hint: the decision was quickly reversed. They are even going as far as to infuse Hollywood actors into the games and having them judge sports that they know absolutely nothing about.
The thought process being used by the decision-makers at ESPN and X-Games over the last few years is highly questionable. With the direction they’ve taken it’s hard to know what their intentions for the future are. Surely these aren’t the types of decisions made by people who are at all in touch with what makes their fan-base tick.