ORGANISATION SPOTLIGHT: CULXTURED
Founded by 4 Paralympians, Culxtured is changing the narrative on Paralympic sport. They are focused on bringing more media attention to Paralympic sport through social media, web and merchandise. Since being launched in October 2024, Culxtured has been featured in Sports Business Journal, as well as partnered content with NBC Olympics and the International Paralympic Committee.
ENGAGING COMMUNITIES
“Para sport puts disabled athletes front and center, challenging stigma and pushing for more equitable representation. It offers a model for other industries on how to create space, access, and leadership for disabled people.”
HOW CULXTURED IS CHANGING THE NARRATIVE
“We partner with many athletes to grow both their platforms and our own. We started a program called the Brand Development Program where we mentor athletes on how they too can build their personal brands.
Start by hiring, consulting, and listening to disabled athletes, coaches, and advocates. Nothing about us without us. Don’t make assumptions- build programs and do stories with the people you’re trying to support.”
INCLUSIVE FUTURE IN SPORT
“At Culxtured, a more inclusive future of sport means breaking down every barrier that has kept disabled athletes on the sidelines of culture, media, and opportunity.
WE IMAGINE A FUTURE WHERE:
Disability is Part of the Sports Mainstream Narrative-Not an Afterthought
Para athletes are featured alongside Olympians and pros in mainstream coverage, brand campaigns, and highlight reels- not in a separate category or as a footnote.
Athletes Control Their Own Stories
We envision a future where para athletes don’t have to rely on legacy media to be seen-they’re building their own audiences, setting their own tone, and getting paid for their influence.
Access and Equity Go Beyond the Field
Inclusion means disabled people are present as coaches, creatives, executives, event directors, and decision-makers, not just athletes. The future is inclusive from grassroots to boardroom.
Media Shapes the Culture-So We’re Shaping the Media
By telling more authentic, creative, and unapologetic stories, we help normalise disability in sport-and inspire fans, brands, and governing bodies to meet that standard.
At Culxtured, we don’t just want para athletes to be included in the future of sport—we want them to help lead it.”
CULXTURED BUILDING A LEGACY
”At Culxtured, we believe the future of sport is inclusive, intersectional, and athlete-led—and we’re building that future now by amplifying athletes and their stories in real time.”
We’re preparing for the next generation by:
Telling Better Stories, Earlier:
We highlight young and emerging adaptive athletes before they make national teams or reach the podium, because their stories matter at every stage. Visibility shouldn’t only come after medals.
Democratising Media Access:
Through social media, digital campaigns, and creative content, we’re helping athletes take control of their own narratives and build communities that follow them on and off the field.
Collaborating with Athletes, Not Just Covering Them:
We work directly with para athletes as creators, consultants, and co-hosts. Our content isn't just about them... it’s created with them. This ensures authentic representation and gives them tools to grow their own platforms.
Looking Toward LA 2028 and Beyond:
With the Paralympics returning to the U.S., we see a generational opportunity to shift how para athletes are seen, sponsored, and supported. We’re laying the groundwork now to ensure that momentum is coming.
