Moiuntain Biking legend Hans "Now Way" Ray has mountain biked down the side of a buliding, with a bungee cord attached to the bike. He continues to push the boundaries of the sport with dramatic stunts around the globe.
Implications - Consumers want to associate themselves with not only an active lifestyle, but also an exciting lifestyle. Businesses like Red Bull that align themselves to extreme sports events and stunts have a rebellious persona that their target demographic appreciates. While this embrace of extremist sports isn't for every brand, there is a lot to learn from those who have been successful within this realm. The trend of extreme sports is only growing stronger.