Promotional culture video by Alexandra Fraser


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Greenwell, D. P. (2016). Branded Fitness: Exercise and promotional culture. Journal of Consumer Culture, 523-541.

NZ Herald. (2015, July 23). Did Red Bull save Mick Fanning from shark? Sponsor under fire over press conference. Retrieved from

Red Bull. (2021). Athletes. Retrieved from Red Bull: (2020, October 03). Honda’s Formula 1 exit: What now for Red Bull and the sport? Retrieved from sky sports:

Steigrad, A. (2020, July 16). Here’s the leaked racist map that got Red Bull execs fired. Retrieved from

Vyshnavi, P. (2021, February 1). Analyzing Red Bull’s Popular Marketing Campaigns. Retrieved from Startup Talky:

White, R. (2014, October 21). Mick Fanning Wins Moche Rip Curl Pro. Retrieved from

Wigdor, D. (2020, July 28). Red Bull Fires Top Executives As It Wrestles With Racism. Retrieved from Forbes: