Gabby Thomas is not only an accomplished athlete, being a three-time Olympic champion in sprinting, but she’s also exceptionally intelligent, having graduated from Harvard and earned a master’s degree in epidemiology. Recently, however, her X profile was inundated with derogatory comments from racist individuals questioning her intelligence and accomplishments.

This is the current state of X: a harmful environment where its owner not only accepts but promotes the worst aspects of society.

This reality should serve as a clear warning to the NFL, NBA, college athletics, and others in the sports community who are ignoring viable alternatives.

Typically, organizations are very careful about their public image and fearful of anything that may harm their reputation, yet many teams, leagues, and athletes continue to use X despite the potential PR catastrophe. They seem oblivious to the fact that as Elon Musk engages in increasingly reckless behavior and X deteriorates, it is their followers and reputations that will inevitably suffer.

I doubt the NBA wants adult content advertisements appearing next to its accounts or groups like the Proud Boys interacting with its highlight reels. It’s easy to imagine the frustration NFL commissioner Roger Goodell experienced when he saw Musk making insensitive jokes about Nazis on the platform where the league maintains its largest social media presence, especially just two days before Holocaust Remembrance Day when he suggested that Germans should “move beyond” feeling guilty about their historical atrocities.

Yet this is the decision they are making. And with the growing number of users flocking to Bluesky, this decision is very much a choice.

Bluesky emerged from a research project created during the Twitter era. Unlike X, where algorithms dictate your content and Musk can manipulate it to favor negativity, Bluesky allows users to control what they see and who they follow. If someone is bothering you, you can block their posts completely, ensuring no one has to see their negative comments. You can also detach comments to minimize their impact.

Bluesky effectively neutralizes trolls, while Musk seems to encourage and nurture them.

“The benefit of Bluesky for athletes is that it is a moderated space, allowing players to interact and communicate with fans without being overwhelmed by negativity,” said Mark Cuban, a former NBA team owner and avid Bluesky user, in an email.

“Bluesky’s moderation enables leagues, brands, athletes, and celebrities to engage with their fans effectively,” Cuban noted. “I witness this daily. The positive interaction rate on Bluesky is approximately 90 percent, compared to 50 percent or less on X.”

Despite this, the only major sports league currently utilizing Bluesky is the NWSL. Reports indicate that the NFL and NBA operate solely on platforms where they have formal agreements, usually with financial incentives, which do not include Bluesky. The WNBA and NBA allow some of their teams to have Bluesky accounts, whereas the NFL does not.

Leaving a social media platform where teams, broadcasters, and many athletes have cultivated extensive followings can be challenging. The NBA boasts nearly 48 million followers on X, while the NFL has 37 million. LeBron James has close to 53 million followers on X, and Patrick Mahomes has 2.6 million.

It’s especially tough to quit when X remains a primary source for breaking news. (For full transparency, I still maintain an X account just to stay updated on the topics I cover.)

However, as increasing numbers of people transition to Bluesky, including notable sports figures such as Pat McAfee, Mina Kimes, Ian Rapoport, and Monica McNutt, there is a chance for leagues to grow their fan bases there.

Bluesky reached 20 million users by mid-November, tripling its user count within three months. By Monday afternoon, that number was nearing 30 million.

“I believe the only elements holding Bluesky back are real-time news and scores, which are being rapidly added, along with certain verticals,” Cuban stated. “These will change over time.”

The charm of Twitter was that it created a community experience alongside watching events, allowing fans to engage, gather more information, and enjoy replays. It felt like you were sitting in a broadcast control room with friends. Although this aspect was initially missing from Bluesky, it is quickly gaining traction.

During a recent game when the referees made a controversial call against the Buffalo Bills during a key moment, the reactions on Bluesky mirrored the vibrant discussions that used to take place on Twitter.

“As it expands, its value will only increase,” Cuban remarked. “Social media has divided into moderated versus unmoderated platforms, and it seems that a majority of users favor a moderated environment with less hostility.”

As Musk and X continue to embrace negativity, this trend will likely accelerate.

Prominent outlets like The Guardian and Le Monde have already ceased posting on X. Following Musk’s troubling gesture that resembled a Nazi salute during a recent event, moderators from the NFL, NBA, Formula 1, and various soccer communities on Reddit have banned links to X.

“We made this decision in light of recent events and the strong feelings expressed by our community,” the /r/NBA moderators wrote in a post. “While we strive to remain neutral and apolitical, we believe taking a stand against Nazi symbolism should not be viewed as a political issue. Hate speech and its promotion have never been accepted in our community.”

Social media should be an enjoyable and informative experience that connects people to broader audiences. When it devolves into a platform that harbors white supremacists, neo-Nazis, and other groups undermining democracy and diversity, it’s time to reconsider your presence there.

Follow News Sports columnist Nancy Armour on social media @nrarmour.