F@#$ me, this is cool. Red Bull has stepped it up another level with the MYTHOLOGY they create around their brand/athlete sponsorship. This is another example of Red Bull sparking brand heat around their athletes by creating culture. In March this year I blogged here about the rumour there was a secret halfpipe being created by Red Bull for Shaun White to practice on in the Colorado mountains, only accessable by helicopter. Well, guess what, it was true, and Red Bull are about to release the content around this, it’s called PROJECT X and it’s great. It’s how content should be delivered. Essentially the reason for creating this halfpipe was to give Shaun White a secret place to train and master new tricks to unleash on the 2010 snowboard circuit. What’s unique about this halfpipe? They actually bomb the mountain face to create the perfect snow conditions, and it’s dropped into the halfpipe so it creates the sweetest halfpipe environment for Shaun to do his shit. I love this. Makes me wanna go work for Red Bull to spend my day thinking about this cool stuff.
Here’s the video http://www.shaunwhite.com/projectx/?#/docvideos/intro