From bouldering to BMX, emerging sports gain a grip

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Social media has become an important route for emerging sports to reach new audiences.

By September 2026, skateboarding-related videos on Douyin had generated approximately 49.6 billion views, while climbing-related content had reached 13.3 billion, according to IMG data. Short videos allow athletes and creators to reach audiences well beyond those who attend competitions.

Ellein Cao, vice-president of rights for Greater China at IMG, said one of the most significant changes in China's sports landscape was the diversification of interests among younger generations.

Alongside traditional favorite sports such as soccer, basketball and table tennis, more young people are embracing sports that reflect their interests and lifestyles.

"Young consumers are increasingly embracing lifestyle-oriented and participation-based sports," Cao said.

Climbing, skateboarding, breaking, 3x3 basketball and BMX freestyle are among the disciplines gaining traction. Platforms such as Douyin, RedNote, WeChat and Bilibili have accelerated their visibility through short videos, tutorials, behind-the-scenes content and livestreams, while fashion and music help connect them with youth culture.

Cao said sustained growth depends on making the first steps into a sport more accessible through facilities, coaching and regular opportunities to participate. "The goal is to create a clear journey from discovering content online to trying the sport and staying engaged," she said.

For businesses and event organizers, the challenge is to connect digital audiences with opportunities to participate, rather than relying on online views as a measure of growth.

Daisuke Fukushima, senior vice-president and managing director of rights for Japan at IMG, said major sporting events should communicate the character of each sport, rather than focus exclusively on competition results.

"What sets many emerging sports apart is their emphasis on personal progression and creativity, rather than winning alone," Fukushima said.

"In skateboarding, breaking and BMX, individual style can matter as much as competitive results," he said.

Fukushima believes that athletes and communities should help shape how these sports are presented, ensuring that event coverage and commercial partnerships reflect the cultures from which the disciplines emerged. This can involve giving local practitioners a role in event activities, showcasing grassroots communities and creating opportunities for spectators to try the sports.

Fukushima said a major event should have an ongoing impact after the competition ends. Stronger grassroots programs, more accessible facilities and increased participation can help ensure that exposure to elite athletes leads to lasting engagement with the sports.