One could claim that this section, and chapter in the book, is about development and marketing. One could also claim it to be about testing. It is also about a normal day at work for an entrepreneur. How should it actually look like nowadays?
Use the commentator-field (if your comment does not get published instantly, just wait for a while, in worst case even a day or so…spam-filters are not that perfect, yet, I ´m not able to be behind the curtain fixing all that when I´m sleeping).
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Stop Nobody Move 
In the dynamic world of energy drinks, Red Bull, under the visionary leadership of Dietrich Mateschitz, embarked on a journey that seamlessly blended extreme sports with marketing innovation, propelling the brand to new heights.
The pivotal moment occurred on October 14, 2012, when Red Bull, not content with being a mere sponsor, became a content creator in its own right. The stage was set for Austrian skydiver Felix Baumgartner to make history by leaping from the stratosphere at an astounding height of nearly 39,000 meters. The entire globe tuned in, with over 200 television networks broadcasting the event in real-time, and YouTube facilitating a simultaneous global livestream.
Red Bull’s marketing strategy was nothing short of groundbreaking. The brand’s involvement went beyond sponsorship, as it took charge of content production. A dedicated team meticulously captured every moment of Baumgartner’s daring jump, transforming the event into a spectacle that transcended traditional advertising.
The content, including the live broadcast, was distributed across a vast network of over 80 channels, with partners like Discovery ensuring a global reach spanning more than 50 countries. Red Bull had effectively become its own media powerhouse, showcasing not only the extreme feat but also the brand’s commitment to pushing boundaries.
The impact was profound. In the six months following this daring escapade, Red Bull’s sales in the United States surged by a remarkable 7%. The success wasn’t just a result of a momentary spike in visibility; it was a testament to the brand’s strategic fusion of development and marketing. Red Bull had not only created an adrenaline-fueled experience for its audience but had also proven that a bold approach to content creation could translate into tangible business growth.
The story of Red Bull’s stratospheric leap became a legend in the marketing world, illustrating how innovation, coupled with a hands-on approach to content, could propel a brand to unprecedented heights.
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Wu Yanni, a shining star in China’s athletics, emerged in 2016, captivating attention with her remarkable performances and unique personality. Particularly between 2021 and 2023, she not only achieved great results, like her personal best of 12.76 seconds in the 100m hurdles in 2023, but also became a social media sensation due to her flamboyant character and savvy use of the attention economy.
Despite a perceived gap in her abilities compared to Olympic-level competitors, her influence and financial gains beyond athletics have grown, showcasing how a modern athlete can transcend sports achievements through personal charm and marketing strategies.
Her story exemplifies the combination of talent and market intelligence, highlighting the importance of personal branding and strategic marketing in the competitive world of sports. However, in the realm of competition, skill remains the foundation for an athlete’s success.
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Hi Rijie,
I liked your story and think it’s an interesting case of how good marketing can lead to success even when the competition might objectively be better. This is similar to college athletes in the US, where the athletes that make the most sponsorship money are the ones with the largest social media followings, not necessarily the best at their respective sports
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This is a story of how a sports icon turned his image into millions of dollars. The partnership between Michael Jordan and Nike began in 1984 when Nike recruited the rookie basketball player to create the Air Jordan 1. Michael Jordan a sports icon who was simply exceptional at his sports had lot of eye balls on him. He used the attention he gathered from being the best at what he does to build a massive shoe brand called Air Jordans. He was scoring 30 points per game and people were looking up to him, idolizing him and Nike was smart enough to partner with him. Though at the time NBA had only allowed white shoes for the sport, Nike designed the first Air Jordans in red, black, and white, defying the league’s regulations. Even though they had to pay a fine of 5000$ every game, this defiance made into a story that sold these shoes like hot cakes.(70 million revenue in 2 months)[Michael Jordan: The life Book]There are two lessons we can learn from this :-1. With social media as widespread as today it is easier to reach people, which means it is easier to convey stories easily. The story of Michael Jordan represented extreme discipline, competitiveness which shaped his character paired with the defiance of a regulation. Associating with this story made Nike 126 million in the first year of selling Jordans.2. Partnerships are key and important in business. To partner with Michael Jordan Nike paid around 2.5$ for five years and a part of the sales of the sneakers. This deal bought them the eyes that were on Michael Jordan which in turn brought home 100s of millions of dollars in sneaker sales. Partnerships are often underrated in multiple aspects of business.
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This is a story of how a sports icon turned his image into millions of dollars. The partnership between Michael Jordan and Nike began in 1984 when Nike recruited the rookie basketball player to create the Air Jordan 1. Michael Jordan a sports icon who was simply exceptional at his sports had lot of eye balls on him. He used the attention he gathered from being the best at what he does to build a massive shoe brand called Air Jordans. He was scoring 30 points per game and people were looking up to him, idolizing him and Nike was smart enough to partner with him. Though at the time NBA had only allowed white shoes for the sport, Nike designed the first Air Jordans in red, black, and white, defying the league’s regulations. Even though they had to pay a fine of 5000$ every game, this defiance made into a story that sold these shoes like hot cakes.(70 million revenue in 2 months)[Michael Jordan: The life Book]
There are two lessons we can learn from this :-
1. With social media as widespread as today it is easier to reach people, which means it is easier to convey stories easily. The story of Michael Jordan represented extreme discipline, competitiveness which shaped his character paired with the defiance of a regulation. Associating with this story made Nike 126 million in the first year of selling Jordans.
2. Partnerships are key and important in business. To partner with Michael Jordan Nike paid around 2.5$ for five years and a part of the sales of the sneakers. This deal bought them the eyes that were on Michael Jordan which in turn brought home 100s of millions of dollars in sneaker sales. Partnerships are often underrated in multiple aspects of business.
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Story 3:
Ailing Gu can be found in seemingly every corner of China in 2022, and as the youngest Olympic champion in freestyle skiing at the Beijing Winter Olympics, she is quickly using Generation Z to turn her success into economic value. Global brands have placed a bet on the teenage star’s healthy image and massive influence: Gu has about 13.22 million followers on the short video platform Douyin, the Chinese version of TikTok, and 4.74 million followers on Twitter-like Weibo.
(https://news.cgtn.com/news/2022-02-16/More-than-Olympics-China-s-sports-stars-growing-commercial-value–17E27epY9BS/index.html)
Currently, online marketing and social media marketing can give entrepreneurs a big boost, and timely response and promotion is also an important part of the equation.
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i really enjoyed this story it goes to show that social marketing can play a big role in almost any sport!
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Story nr3:
Cristiano Ronaldo
Ronaldo is arguably one of the best football through all time having won many different medals to showcase it. However, a side of Ronaldo that is relatively undiscussed is his marketing prowess. He is one of the most well known players throughout the globe at this day and age. He is the most followed person on Instagram and has many different business ranging from hotels to hair transplant clinics.
This shows that Ronaldo did not only rely on his football to make popular but also his clever marketing. Ronaldo is almost like a blueprint for the younger generation who are pursuing a professional football career. He really has set himself up when he retires.
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Hi Redve!
I like your story and the perspective you view Cristiano Ronaldo. Indeed, marketing is vital in most of the fields.
Nanxi
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“Mamba Mentality means to constantly try to be the best version of yourself.” – Kobe Bryant.
Kobe Bryant’s “Mamba Mentality” is a mindset that encapsulates a relentless pursuit of self-improvement and commitment to becoming the best version of oneself. For him, this mentality wasn’t just about dominating on the court; it was a philosophy on how to live his life.
His preparation and hard work were the cornerstones of his success. He approached each day with a sense of purpose, crafting detailed plans and routines aimed at refining his skills and pushing his limits. His dedication to the process, fueled by an insatiable hunger for growth, propelled him to unprecedented heights in the basketball world and beyond.
Central to Mamba Mentality is the notion that true greatness is not achieved in moments of glory, but through the relentless pursuit of improvement, day in and day out. He understood that excellence is not a destination but a continuous journey to elevate oneself every day. With each challenge he faced, Kobe embraced the opportunity to learn, grow, and evolve, embodying the spirit of resilience and determination that defines the Mamba Mentality.
In essence, Mamba Mentality is a call to action that reminds us to constantly strive for self-improvement and never settle for mediocrity. It’s about embracing challenges, pushing past limitations, and relentlessly pursuing greatness in every facet of life. His legacy serves as a powerful reminder that those without inner drive and determination will never reach excellence. It teaches us that self development is not an option, it is a necessity.
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