Challenge Family // Red Bull

As the fastest growing endurance sports brand in the World, Challenge Family now operates 47 races in 25 countries across the globe. In 2015, 360se successfully brokered a worldwide partnership between Challenge Family and the world’s leading energy drink, Red Bull.

Over a six-month negotiation with Red Bull HQ, 360se developed strategies for the functional integration of Red Bull products at every race worldwide, engaging 47 race directors and the Red Bull office in each race country.

With a focus on educating athletes on the role of energy drinks in endurance performance, and increasing consumption during training and racing, the tactical implementation focused on the development of a co-branded nutrition guide with Red Bull and leading international sport scientists and provided to every Challenge Family athlete worldwide. On race day, athletes have the choice to consume Red Bull at-on course aid stations.

The negotiation, strategy and ongoing implementation of this worldwide partnership is managed by 360se.