Thayers
Thayers Natural Remedies, a legacy skincare brand with 175 years of history, reinvented skincare through an unexpected partnership with X Games California. As the first-ever Official Beauty and Skincare Sponsor in X Games history, Thayers launched a series of creative activations that positioned the brand at the forefront of action sports.
Summer x games
Coyne Studio’s creative direction played a pivotal role in shaping Thayers' on-site presence and activations. The Studio designed a modular skate park at X Fest, inviting attendees to test their skateboarding skills while engaging with Thayers’ products. The Thayers Xtreme Skincare Lounge served as a visually striking, social-media-worthy space for refreshing and misting, offering a unique way for consumers to connect with the brand. Coyne also developed the immersive "Thayers Daily Refresh" experience, a highlight reel showcasing the event’s best moments to engage viewers at home. The Studio’s work brought Thayers' multi-layered sponsorship to life, including athlete-centric content, a presence in the athlete lounge, and gifting moments designed to provide quick skin refreshes between high-energy competitions. Throughout the weekend, Thayers partnered with X Games to elevate the experience further with "Secret Walls presented by Thayers," where graffiti artists created live expressions of the brand.
WINTER x games
For the Winter X Games, Coyne Studio's creative direction played an integral role in shaping Thayers' sponsorship experience. The Studio designed immersive and engaging on-site activations, including the visually striking "Thayers Xtreme Skincare Lounge," a space for skin refreshing and misting that was perfectly crafted for social media engagement. Coyne’s creative team also developed the "Thayers Daily Refresh" highlight reel, capturing the event’s best moments for fans at home and ensuring a dynamic connection with the brand.
Additionally, the Coyne Studio enhanced Thayers' presence at the Winter X Games by creating unique experiential moments such as athlete-centric content, a branded presence in the athlete lounge, and gifting opportunities for quick skin refreshes during high-energy competitions. Building on their expertise in event activations, the Studio supported Thayers' partnership with "Secret Walls presented by Thayers," where live graffiti artists created dynamic expressions of the brand, further solidifying Thayers' position as a key player in the beauty and skincare category at the Winter X Games.
