X Games CEO Jeremy Bloom has appointed veteran brand executive Kevin O’Connor as Chief Marketing Officer, continuing a bold executive overhaul aimed at redefining the future of action sports. O’Connor brings more than 15 years of leadership experience driving brand strategy for some of the world’s most iconic companies, including Apple, Nike, and Beats by Dre. Most recently, he served as CMO of luxury lifestyle brand Peter Millar.
“The X Games is an iconic brand, and Kevin has the vision and pedigree to elevate it even further,” said Bloom. “His creative instincts and track record building cultural relevance at the highest levels is exactly what we need as we reinvent the fan and athlete experience worldwide.”
O’Connor’s hire marks the sixth high-profile addition to Bloom’s leadership team since he took the helm in December 2024. He joins an elite group that includes:
· Annie Lokesh, Head of X Games League (XGL), who previously led business transformation for the WNBA
· Cherie Cohen, Chief Revenue Officer, former Chief Revenue Officer at the World Surf League
· Keith Senglaub, Chief Financial Officer, former CFO at Feld Entertainment
· Sarah Farnsworth, Chief of Staff and Head of Communications, former senior defense official with the Department of Defense and SVP for the San Diego Padres
· Tim Messner, Chief Legal Officer, formerly Dish Network’s General Counsel
Widely regarded as a creative force in the industry, O’Connor’s career spans global brand building, product launches, and breakthrough cultural campaigns. At Nike, he held senior leadership roles across Men’s Training and Global Women’s categories. At Beats, he played a central role in scaling the brand into a cultural juggernaut, paving the way for its multi-billion-dollar acquisition by Apple.
“I’m incredibly honored to step into the CMO role at X Games—an iconic platform at the crossroads of sport, style, and youth culture,” said O’Connor. “This brand has always stood for innovation, and I’m excited to help write its next chapter.”
O’Connor’s appointment comes as X Games prepares to launch X Games League (XGL) in 2026— the world’s first professional, team-based action sports league. With a revamped C-Suite and a renewed focus on innovation, fan engagement, and athlete empowerment, the brand is positioning itself for a new era of global relevance.
About X Games
Since its inception in 1995, X Games became the leading action sports competition and lifestyle brand, spotlighting the world’s best action sports athletes against the backdrop of each individual host city. Over the past 29 years, X Games has organized the world’s premiere action sports events around the globe, complemented by top musical performances, year-round content and fan experiences.
