X Games Norway 2021 | The Lost Gig

From a massive high to a sudden halt. This is the story of the visual universe designed to define X Games Norway first summer event in 2021—a year of strategic craft and passion that remained in a vault for five long years.

The centerpiece. A subaquatic clash of extreme sports and Oslofjord heritage, integrating headliners Marshmello and 6ix9ine directly into the cultural DNA.

On a sunny summer day in 2020, I received the call every creative director dreams of. Sahr Production, the team behind X Games Norway, had evaluated all previous design partners. They asked me to take full responsibility for the X Games Norway design—spanning from the overarching creative concept to the tactical execution of the arena branding.

My journey with X Games began at Tøyen in 2016. Later, in 2018, Page Black was tasked with developing the visual concept, resulting in both international recognition and prestige. But 2021 was destined to be something entirely different.

Roots. Tracing the core back to 1989. From dodging the Norwegian skateboard ban with Rodney Mullen, to the raw sketches defining the 2021 identity. Documented by Hamar Arbeiderblad.

The Backbone of the Culture

Skateboarding culture has been my core since it was illegal in Norway. From standing side-by-side and actually skating with Rodney Mullen as a teenager, to working closely with the Olympic champ Stine Brun Kjeldås (Sponsorship & Marketing Manager at X Games Norway). This heritage became the foundation for the 2021 concept. I spent that summer practice drawing and decoding the signature techniques of VCJ (the artist behind Powell Peralta) to create a visual bridge between the depths of the Oslofjord and the rebellious roots of extreme sports.

The Vision

I designed an underwater universe where I integrated headliners like DJ Marshmello and 6ix9ine directly into the artwork—a bold plan to create a seamless connection between music and sport. Everything from the visual identity to motion graphics for big screens was fully developed.

Deep dive. Some of the custom maritime assets drawn from the rebel aesthetic of Powell Peralta, forming the visual backbone for the arena branding.

Design of athlete accreditation cards for X Games Norway, featuring Nyjah Huston. © ESPN and X Games Norway

Motion graphics idea in the making: «Jelly with a bad hair day». From organic fluid movement to the iconic skull motif.

The Sudden Stop

Norway was in lockdown during development. Despite great optimism, the final word came: all work had to cease immediately. Covid-19 and subsequent political budget cuts removed X Games from the national budget, and the project was shelved.

2026: Out of the Vault

Now, in 2026, I have finally received clearance to share this body of work. A huge thank you to Hilde Rasch, Henning Andersen, and Stine Brun Kjeldås for the trust, the memories, and the friendship that has lasted ever since.

– Vegar Bakken, Creative Director / AD at Page Black

Systemizing the chaos. The official brand guide, anchored by a vibrant palette that completely defies standard extreme sports conventions.

The Typographic Voice: Orientation by Sandrine Nugue. A deliberate choice balancing raw rebellion with strict structural precision.

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