I was inspired by how Red Bull isn't about the drink; it isn't about the product or the can. Red Bull is a platform to celebrate all that humans are capable of accomplishing. They built a lifestyle movement, a brand that sold this product.

I learned that most people buy based on emotion, not on a rational breakdown of the product or service.

If I walk up to a can of Red Bull, I'm thinking about Formula One; I'm thinking about incredible athletic performances. And it helps me choose that can over something else to either side of it.

Nick Woodman Quotes