It was a promotional thing they had going a few years ago. You download and print the little sign, then hold it up in front of your X while doing something outdoorsy/radical with your X. Then you upload it to their website, and they posted a bunch of them in a poorly designed hard to use Flash based webpage.

Kinda like how DBAX did in the pic above, but I think they were looking for activities more "Xciting" then dealing with what ever that mess was puddling up under his X.