Red Bull built Sean White a secret halfpipe in the Colorado mountains
I love Red Bull. Firstly, my background is Austrian, so I kind of have to. But I love the brand for all it represents in youth culture and how they continue to own ‘energy’ in new and different ways. So when you’re such a big brand, how do you continue to create buzz in social media? Well, they went about building a bat cave style halfpipe deep in the Colorado rockies that belongs to the one and only Shaun White and can only be accessed by helicopter. To date this has been a mythical place dreampt up by half baked snowboarders but recent pictures show that there may be truth to the pipe dream rumor. This picture is said to have been taken outside the Silverton area of Colorado and shows just enough carve in the side of the moutain to prove a halfpipe just very well may exist. Reportedly, the ‘Tomato Pipe’ sits at an elevation of 12,300 feet, making it one of the the highest pipes ever assembled. The cost for completion was said to be over half a million dollars and was funded by Red Bull and Oakley. Also, Red Bull has rented Shaun a house in a nearby town and pays for daily heli-rides up the mountain. It is said that the pipe is open to all Red Bull and Oakley riders, not just Shaun. Talk about a brand building mythology and interest getting the ‘Extreme Livers’ to buzz about it. What snowboarder wouldn’t want to find the halfpipe? Take a bow Red Bull and Oakley.