Red Bull – Project X

Un petit détour du côté des sports d'hiver…

Les "puristes" ont sans doute dû entendre parler du projet secret sur lequel travaillait Red Bull depuis quelques mois dans les montagnes du Colorado, en collaboration avec Shaun White, la légende du snowboarding… Jusqu'à présent, pas une photo, pas une déclaration, rien… Jusqu'à présent…

Red Bull vient de révéler les détails de ce projet, Project X, via un site Internet exclusif ( offrant les premières infos sur cette entreprise secrète réalisée en collaboration avec Shaun White. Le site comprend donc des images, vidéos et compilation des futures tricks que Shaun White a développé sur ce nouveau half-pipe, créé uniquement pour lui, à Silverton dans le Colorado.

A partir d'aujourd'hui, le 3 Novembre, Red Bull dévoilera progressivement les vidéos de ce projet, afin de créer le buzz autour de Shaun White et de cet exploit de taille. La vidéo qui suit vous montre un peu l'ampleur du travail réalisé par Red Bull… En termes de chiffres, il a fallu près de 300 hommes pour créer et près de 200 000 mètres cube de neige pour créer ce half-pipe.

Une fois de plus, le project X de Red Bull montre la faculté de la marque autrichienne d'innover et de créer des vrais événements propres en terme de sponsoring. 

Au lieu d'investir des millions en visibilité et autres partenariats (mis à part son écurie de F1), Red Bull a complètement radicalisé et continue de démontrer la longévité de son approche sponsoring unique. Il y avait l'Air Race (avion), le Flug Tag (entertainment grand public), le BC One (danse hip-hop), le Cliff Diving (plongée depuis une falaise) ou encore les X Fighters (motocross), Red Bull crée maintenant son Project X, élevant à nouveau la marque au statut de superstar du sport et de l'entertainment, auprès de son coeur de cible, les jeunes 15-24 ans.

Grâce à ce projet, Red Bull donne une autre dimension à ces contrats ambassadeurs puisque les deux parties vont clairement bénéficier du côté "cool" du project X, un aspect non négligeable en terme de notoriété et d'association de la marque au territoire des sports d'hiver en vue des Jeux Olympiques d'Hiver qui auront lieu à Vancouver en janvier prochain.

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