By the Staff of NYSportsJournalism.com
December 19, 2013: Despite a plethora of numbers, Red Bull is a company that does anything but play by the numbers.
The company has sold more than 35 billion cans of its energy drink in 165 countries; publishes more than 2.7 million copies of it's lifestyle magazine, The Red Bulletin, a month, which is part of a media division that also includes the successful Red Bull TV; and sponsors more than 100 athletes, teams and events worldwide, including motorsports, BMX, surfing, snowboarding, Formula One, the MLS New York Red Bulls, Lolo Jones, Lindsey Vonn, Blake Griffin (pictured), Ryan Sheckler, Rickie Fowler and Mike Clark.
In July, the Red Bull Project Endurance, a five-day athletic-science program, brought together in a laboratory built in Death Valley, Calif., 11 scientists — led by Holden MacRae, professor of sports medicine at Pepperdine University — and six ultra-athletes: Rebecca Rusch (endurance mountain biker), Kirsten Sweetland (tri-athlete), Tim Johnson (cyclocross competitor), Kendall Norman (off-road motocross racer) and ultra-runners Karl Metlzer and Dakota Jones.
The purpose: To test and push the mental and physical limits of athletes, to monitor their recovery and see how they performed when pushed beyond the levels currently challenged by athletes.
On Oct. 14, 2012, the Red Bull Stratos challenge saw Felix Baumgartner skydive a record 24 miles, hit a speed of more than 843 MPH and establish numerous other records. In October 2013, to commemorate the one-year anniversary, Red Bull released a 9.5-minute video that showed the entire jump as Baumgartner saw it, via a helmet-cam, along with such real-time readouts as altitude, airspeed, G-force load and other mission data.
One more number: On the exact one-year anniversary of the feat, members of the Red Bull Stratos mission team flew a combined 5,000 miles to Salzburg, Austria, to meet and celebrate with Baumgartner.
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