iHeartRadio Canada’s PURE COUNTRY Windsor Rebrands to 89X

WINDSOR, ONT. (August 28, 2025) – iHeartRadio Canada announced today the rebrand of PURE COUNTRY 89 to 89X, Windsor’s Alternative. The shift in format, which began at 8:08 a.m. this morning, sees the return of a beloved Windsor brand. 89X initially launched on May 13, 1991, and became one of the most influential modern rock radio stations in North America. For 30 years, 89X built a rich history of introducing new music, supporting local artists, and promoting Canadian bands. After a five-year hiatus, 89X returns with a bold, classic look and a fresh yet familiar sound. In the coming weeks, details around the locally programmed morning, workday, and drive shows will be announced. The rebirth of 89X is led by Bell Media Regional Program Director, Southwestern Ontario, Brad Gibb. Born and raised in Amherstburg, Ont., Gibb’s first job in radio was as an intern on 89X’s “The Morning X” in 1998. “I grew up listening to the original 89X, and the station’s music and personalities helped shape who I am both personally and professionally,” said Gibb. “I feel very fortunate to drive the re-birth of 89X and have this full circle moment.” “This return to the station’s roots celebrates the rich heritage and unmistakable spirit of 89X here in Windsor-Essex, and reconnects us with loyal listeners who have always been the heart of our community,” said Jennifer McLellan, General Manager, Radio and TV – Southwestern Ontario, Bell Media. “89X is a legendary station that defined Windsor’s airwaves and became the soundtrack to countless memories across our community, and we’re excited to have both familiar listeners and a new generation discover what makes 89X so special.” 89X is available at 88.7 FM and online at 89XRadio.com. All iHeartRadio Canada stations are available across Canada via live stream on iHeart.com and the iHeartRadio Canada app. iHeartRadio Canada stations are also connected through Alexa, Siri, and Google Home smart speakers.