The Mission.
The Opportunity.
But this is a generation that doesn’t respond to traditional advertising. They follow athletes, creators and communities. They value authenticity, participation and shared experiences.
Driven by Olympic inclusion, athlete influence and social media, they have become one of the most powerful youth movements in modern sport, shaping culture, influencing behaviour and commanding attention in a way few traditional sports can.
The challenge is earning the right to be part of the conversation. We’ve spent the last 25 years doing exactly that.
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Not everyone will become a Professional athlete, but everyone can find a place in the culture.
2026 – 2029
The Timeline
June 2026
Launch Urban Sports Mission
Introduce Urban Sports Mission to the industry.
September 2026
Agree Stakeholders & Partners
Bring governing bodies, athletes, cities and commercial partners together around a shared national vision.
January 2027
Launch Urban Sports City Tour
Launch the scalable national tour platform across major UK cities.
July 2027
Stage Urban Sports City City Tour
Deliver the first live city experiences, connecting athletes, communities and new audiences.
September 2027
Finalise & Launch Urban Sports Arena Tour
Transform the tour into a high-energy arena showcase combining urban sport, music and entertainment.
March 2028
Finalise & Launch Urban Sports Expo
Bring athletes, brands, governing bodies and communities together to showcase and grow the urban sports industry.
July & August 2028
Stage Urban Sports City Tour
Expand the tour across major UK cities, building participation and momentum ahead of LA28.
September 2028
Stage Urban Sports Arena Tour
Deliver the live arena experience, uniting elite sport, music, culture and new audiences.
March 2029
Stage Urban Sports Expo
Establish the Expo as a national platform for collaboration, innovation and long-term industry growth.
Summer 2027 Urban Sports City Tour
Tour27: London, Sheffield, Birmingham
Launching in summer 2027, our urban sports mission explodes into London, Sheffield, and Birmingham. Spotlighting the incredible journey of Team GB athletes as they charge toward the LA28 Olympic Games. Beyond watching these medal hopefuls, Urban Sports fans can dive into the action themselves by meeting their heroes face-to-face and tearing it up in high-energy experience workshops for BMX, Skateboarding, Parkour, and Basketball.
LA28 & Beyond
Built for the long game.
We are built for the long game: 2027 triggers an explosive, nationwide expansion of UK urban sports through our high-octane, scalable modular tour. By the time the LA28 Olympics ignite the world, we will be the ultimate, fully primed launchpad for fans to experience the action live and for brands to authentically embed themselves into the core of youth sporting culture.
ASL · 25 years of building culture
We’ve done this before.
We’ve spent the last 25 years turning niche action sports into movements people want to be part of.
From building Arenacross into a 600,000-ticket arena phenomenon, to delivering pioneering urban sports projects for global brands and major events, we’ve repeatedly proven that when culture, community and experience come together, audiences follow.
And now it’s time to do it again.
- 25+ Years Of Experience
- 600K+ Arenacross Tichets Sold
- 102 Arenacross Nights
Arenacross
We’ve taken an underground sport (Motocross) and developed a global Sport & Entertainment IP.
GAS – Goodwood Action Sports
We created an Urban & Action sports fan zone for the world’s largest Motorsports Festival – The Goodwood Festival of Speed.