THIS CYCLE WE RIDE

Red Bull has killed it for a while now, at least on the content side. I love their content, but I never drink their stuff. Hopefully all that they do translates into some beverage sales, but regardless they support the best adventure sports content out there with massive budgets. The Fourth Phase is the third feature snowboarding movie about Travis Rice, a prodigy snowboarder who specializes in back country powder riding. The film and those before it are filled with beautiful top rate shots in some of the most remote dangerous places in the world.

I believe the objective of Red Bull producing this content is to build their brand, which they certainly have done through sponsoring everything. I imagine quite a few crazy adventure sportsman drink quite a bit of Red Bull as well, so they must have their demo right. They're developed quite the brand around sponsoring everything from competitions to full feature length content like this film.

I think the target here are the adventurers of the world, anyone who loves nature and doing something for the sake of doing it alone. It's that mountain climber mentality: why climb? Because it's there. No-one can really explain why we do these things, but it feels right for a lot of people. So they trudge through painstaking terrain that kills their body, and they love it. That's what Red Bull stands for. That's why they give you wings.