In June of 2007, ESPN channeled the inspiration of four of Summer X Games 13’s most visionary athletes to create the highly experiential site, OriginalWorksOfSport.com. The site operated as a three-dimensional gallery where each “leg” of the X invites users to dive into a story about one of the athletes, punctuated by animation, videos, and interactive interviews. The site allowed ESPN to deepen their relationship with hardcore action sports enthusiasts, who see the event as a platform for personal expression. The site URL was promoted in highly targeted locations and hidden in posters distributed in Los Angeles and independent skate and sports shops to effectively permeate the action sports culture. With little other media support, the site had over 30,000 visits within three days after it launched and was mentioned on hundreds of action sports sites and blogs prior to the Summer X Games 13, which had record-breaking viewership.