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The four-day event, themed as X’PRESS WITHOUT LIMITS, is considered the pinnacle of global action sports competition with more than 200 top athletes from more than 20 countries and five continents competing in the iconic event. Chinese action sports fans can look forward to world-class competition in skateboard, BMX freestyle, in-line skate and sport climbing, as well as a new competition called Moto X Step Up.

KIA X Games Asia 2008 Hits the Road in China: Crowds of action sports enthusiasts got a taste of the action at last weekend’s first KIA X Games Asia 2008 roadshow at Beijing’s SOGO Shopping Centre – two days of jaw-dropping BMX freestyle and in-line skating stunts, break-dance and musical performances, and interactive activities including a skate clinic for future KIA X Games athletes in training! Shanghai action sports fans can look forward to these high-energy roadshows coming to a venue near you in the next few weeks:

-19-20 April 2008: Yandang Rd. Pedestrian Street (near Huaihai Rd.)
-26-27 April 2008: Wanda Shopping Mall

Young fans will have the chance to enjoy the KIA X Games Asia experience with an exhilarating line up of interactive activities, and get a glimpse into the unique and pulsating culture of action sports with choreographed shows by in-line and BMX athletes. In addition, visitors have the opportunity to win attractive prizes when they try their hand at the exciting interactive mini-skate park supervised by instructors. With thrilling break-dancing performances in between demonstrations, spectators will be sure to never have a dull moment!

Powering the Growth and Popularity of Action Sports: The first X’PRESS WITHOUT LIMITS competition in 2007 was the catalyst for a surge in interest in action sports in China, and title sponsor Kia Motors Corporation expects to build on this popularity in 2008. Kia Motors, who has sponsored the event since 2005, has signed on until 2009.

Mr Hyoung-Keun Lee, Senior Executive Vice President & COO, Kia Motors International Business Division, said: “Kia Motors has been committed to sports and athletes around the world for a number of years, and we are especially proud to support young, Gen-Y athletes again in China, where we have been focusing many of our efforts. The passion for action sports shown at the KIA X Games Asia falls directly in line with our young-at-heart and adventurous brand aspirations.”

Created by ESPN in 1995, the X Games is widely considered as the elite action sports competition, and a vehicle for expressing individuality and pushing one’s limits. The event celebrates the cool and trendy culture of the Generation X and Y youths of today and the KIA X Games Asia continues this tradition in China with live musical performances from popular and up-and-coming young artists, break-dancing, DJs spinning the hottest tracks, prize giveaways and other fun and interactive activities.