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Extreme Sports Gave Red Bull Wings To Extreme Profits
By: Emory Brown
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Red Bull, the energy drink company, sold over five billion cans of Red Bull last year. Yes, the super drink that gives us the boost that keeps us up for days has figured out the magic formula to keep its fans running to the store to give themselves wings. Yet most of the people who consume Red Bull on a regular basis literally love to watch the sports that take athletes to new heights. Extreme Sports have given Red Bull wings to heavenly profits.

I remember when I first heard of Red Bull in the late nineties as one of my mentors introduced me to the concept of a “Jager Bomb." It was an instant hit but what I didn’t know is that Red Bull has been taking over the world of Extreme Sports by sponsoring athletes from around the globe to take their sports to the next level. From BMX bikers to crazed hockey guys, Red Bull is sponsoring over 1,000 events every year. The reason? They have been building brand affinity by leveraging the beauty of these extraordinary athletes. For instance, in October of this year Red Bull will be airing a special event in which they built one of the dopest bike courses in the world via the vision of Anthony Messere, a professional free ride biker whose dream course is what kids and bikers around the world want to play on when they go outside. The hills and the jumps are rad; some of the world’s best bikers saw the course and were like, “Dude I think I’ll pass on this one.” Fans will be able to catch all the action as the event will be aired on NBC next month. 

Red Bull has even taken on the likes of Elon Musk's Space X by sponsoring their first “Space Jump." The event known as the “Zenith Jump” was created in Red Bull's backyard as one of its favorite athletes, who they’ve been sponsoring since the very beginning, decided jumping off of buildings wasn’t good enough. He told Red Bull he wanted to jump out of the stratosphere and land on earth, and they did it. It was awesome to watch, and I think the may have created a new sport for generations to come at the same time. You know you’ve become a serious sponsor when you build a mission control center and put a guy in a space suit. Yet this is the magic that keeps consumers and fans of extreme sports coming back year after year; the anticipation of something awesome. The need to be recharged to see someone take life by the wings and soar. And that’s a brand promise Red Bull has lived on: giving its customers and fans a recharge during their toughest hours to become heroes that conquer the extremes they face during the day. That’s their formula for profit. Extreme but awesome!


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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