Red Bull was always innovative, both in the terms of the product, and its marketing efforts. It targeted youth through extreme sports and later through all kinds of sports.
An intriguing innovation was creating their own extreme sports. Flugtag was the first and as it was designed by a brand, a lot of aspects were carefully thought out – it’s entertaining and funny to watch, it allows the participants to become contestants, it has the potential to be aired on Extreme Sports Channel, and to watch on tribunes.
Later on, other sports were invented – Red Bull Ice Cross (similar to cross country skiing but on skates), Wings for Life (a charity mass run with a twist – there’s a car chasing runners. If it passes them, that’s their end. Not literally, it has its separate track), there are also local competitions, like slope downhill races on anything built by the contestants.