Venezuelan free diver Carlos Coste has set a new world record by swimming 150m deep into a cave without using any breathing equipment. Using only a flipper and a torch, Carlos Coste achieved this depth in less than three minutes in Yuctan, Mexico.

Carlos Coste is a professional free-diver and since his childhood, the underwater caves fascinated him. Coste also has the ability to hold his breathe underwater for seven minutes.

Implications - The combination of a person's career and achievements with their passion is one of the most genuine ways to create dynamic products that consumers will be interested in. People such as Carlos Coste stand as an example of passion and inspiration for others. Businesses can campaign themselves on a more relatable platform by using people and their passions to promote their brand and products to penetrate consumers.