Engineering, Events, and Energy | Director of Marketing - Red Bull | Process Over Profit Podcast Ep4
Updated: Mar 15
Launched in 1987 in Austria, Red Bull set the standard for every energy drink company to come after its founding. Red Bull has created an impact on the business world through product sales, but also through brand awareness by holding sporting events and sponsoring athletes. Those events include cliff diving, motor racing, and other extreme sports. Some of their athletes include Zion Wright, Kate Courtney, and Travis. With evolving consumer needs, Red Bull the brand, and the Red Bull products have changed to meet those wants. Those evolving products include more options for the consumer to choose from like versatile flavors, and even zero-sugar.
Christiane Pheil is one of Red Bull’s creative minds behind the brand. She is the current Director of Marketing for the Southeast. Christiane has grown within the Red Bull organization originally titled the company’s Sports Marketing Manager. Pheil graduated from Pennsylvania State University with a bachelor’s degree in engineering science and aerospace engineering in 2012. While working at Red Frog Events as a senior brand strategist and later the director of brand experience from 2014-2017, Pheil was a member of the USA women’s rugby team and spent 5 years as their captain as well from 2015-2020. She then began her career at Red Bull in 2018 in Nashville, Tennessee.
* Podcast has been converted from an audio file using Otter AI. Text may not be exact.
Jack Fleming 5:06
Hi, we're now live on Facebook, YouTube and Twitch. Welcome to the process of a profit podcast. My name is Jack Fleming. We're streaming live and women tend North Carolina. And before I put my guest on, I'm super excited to introduce y'all. To her Apparently, she already knows me from when I was younger, but I don't really remember it. So it's really interesting. But I'm super excited from talking with one marketer to another, and just getting general knowledge for this everyone to hear. And so I'm super excited to now introduce Christian who's She's the director of marketing for the southeast for Red Bull.
Christiane Pheil 5:53
How's it going? jack?
Jack Fleming 5:57
I'm good. How are you?
Christiane Pheil 5:59
Good. Thank you for taking my Wu Tang clan poster that's about Yes, over here.
Jack Fleming 6:07
Yeah, sweet. Well, we'll get right into it. Because I know you're busy. And so we can just go over I know, we did talk a little bit on the phone briefly before the podcast just about sort of expectations and just, um, just general things. But uh, I guess we could just go over again, sort of how you got started, I know you sort of hinted at a little bit of title, but engineering and events and now energy.
Christiane Pheil 6:34
Yeah, I've got an interesting story. It's not, I would say it's non traditional. I'm not trained as a marketer, which is, I would say, part of my story. I started out, you know, growing up when I didn't know you, and you're much smaller than me, half my height run around in Asheville, North Carolina, I was a big athlete. So sports kind of always guided where I went, I went and played tennis for University of Colorado, and then started playing rugby, and transferred to Penn State. So sports really always guided my decision making when it came to where I went to school. And then I kind of looked around education options and made a decision from there. So probably not as smart looking back at the time, but I was always a math and science kid. And, you know, when I was going to college, that was at the time, it's still happening, but getting much, much better. That was but that was the time when there were not a lot of women in engineering. And so you know, all the adults were saying, hey, if you like math and science, you should totally go in engineering, we need more women in that field, says like, Okay, cool. Sounds great. So I studied and studying aerospace engineering. And it was really difficult. I made it through somehow. But um, I essentially graduated and was looking for a little bit of a break before I got into my career, and just dove headfirst into a summer internship right after college, in the event space, the live event space. And I worked in a startup in Chicago that put on obstacle course races, urban scavenger hunts. And then we launched a music festival, which is known as Firefly Music Festival on the East Coast was one of the fastest growing festivals in the last decade. So that's really where I got my start. I, you know, my three month internship turned into a six year, you know, tenure at this company, never looked back, I loved every moment, I really learned as I went through my years of different roles. And through that time, you know, I was put in charge of social media. So really building the brand. And, you know, building the community space, which then transcended into experiential on site, I also booked the lineup, because I had a bit of a history more of a passion point in music. So I kind of fell into this experiential marketing space. And frankly, at the time, it was really when experiential marketing started to become a buzzword. So I was really lucky to learn as I went, and really develop a career in the marketing space. And then about, gosh, three years ago, now, I got the opportunity to work for Redbull. So Redbull was a big partner of ours across many of the events we worked on, you know, when I was based in Chicago, I fell in love with the brand. It's a massive brand, you know, 15,000 employees globally. But it's got this like startup entrepreneurial spirit about it. And so that was really interesting to me, I shifted over in a sports marketing role. So kind of putting all the pieces together as I go, I was an athlete, I kind of know about marketing, like, I could probably do sports marketing. So I did sports marketing for about a year and a half. And then ultimately was promoted to Director of Marketing role about a year and a half ago. So that's, that's where I sit now. And rebels have phenomenal brands to work for, obviously, we're a product but we're so much more than that. We're a content house. We play a lot in the spaces of sport and culture, and collegiate marketing. So really get to touch a little bit of everything at this point. So that's kind of the path that got me here. Definitely not your traditional avenue for sure. Yeah,
Jack Fleming 9:55
I think that's important for people to hear because that's sort of how People grew up these days his school teaches people to serve a stay on the same path and, and do this not necessarily like trying to get in from from a lot different places and learn from that. Yeah, it's really cool. I'll touch on a bit of marketing. I said, because redbubble sort of touches up every point. I'll touch on that later. But, uh, how important do you see, getting those internships and learning from companies before you, you know, grow in a company or grow, like, going to a different business.
Christiane Pheil 10:29
I mean, I found it massively important for me. And to be honest, I mean, everyone's in a different spot. But I clearly went into college not ready, not knowing what I wanted to do for a career. And frankly, like, I'll be honest, I'm one of those people that I don't necessarily know the endpoint or the goal. Yeah, I live very much in the present. So because of that, those experiences are that's really what equips you to understand what you're passionate about, and what you know, what you want to do for the long run or in the future. I, for me, even studying engineering in college, I learned a ton that's applicable in my marketing role now, be it time management, the ability to teach yourself something new. You know, consumer trends and behaviors, thinking logically, like through a problem, which all things you do in engineering, but also all things you do in marketing. So for me that experience right out of school, even if it's in an internship capacity, where you're running around doing a million different things, that's actually really the tangible experience, you need to help guide you to understanding what is that basketball for you.
Jack Fleming 11:33
And I guess that goes into sort of recruitment to like, I know, we're going to touch on this is that artists, we recruit differently? Obviously, everyone's dream job is probably working for Red Bull, and marketing. So how do you? How do you recruit me? So what do you see in candidates, whether internship wise, or come from college that interests you for marketing?
Christiane Pheil 11:56
It's a great question. And I will say, you know, it totally depends on the role. But I would say, more than anything, the the soft skills are more important in it, in my opinion, for just about any role, then the hard piece or feels, right, like there's exceptions to that, depending on, you know, what your specifically your specific role is, but the soft skills, your ability to be self sufficient. A self starter, the work rate, the team, the emphasis on the team environment, contributing to your culture, balancing out of skill sets, and communication styles. Those are the things that I think really make a stellar teammate, because frankly, in the world of marketing, things are changing every single day. So yeah, not able to be nimble, you've got to be able to be willing to learn. And not everything can be classically taught. So we definitely hone in on those soft skills. Sweet. Well, I
Jack Fleming 12:49
guess you can go back to knowing the soft skills. So it's basically knowing a little bit of everything again, as I just said, but how does rebel you think efficiently get into a lot of different markets as in sports, and I guess it all relates back to energy. But uh, as it says, your content house to be lost for I know, you're like, in big sports, and I are also in eSports, as well. And so how do you manage all of that? And that seems like it's a lot, a lot to handle?
Christiane Pheil 13:20
It's Yeah, no, it's it's a lot. you surround yourself with a network of really smart people that are deep in different communities and spaces. The reason that we play in so many spaces, I would say, is we talk about it in a term we call the marketing mix. So essentially, we've got components of our strategy that really drives demand for the product that makes people like, want the product at the end of the day. That's it's around something we call occasions marketing. So really framing up our product in a moment of need to help people understand Oh, like when I'm dragging it to pm after lunch, maybe this is the right time for me to insert a Redbull. And that can get me through the rest of the workday. So we do something like that, which is a little bit more traditional marketing. And that's really fueled a lot of our advertising moments and things like that. But then we have something a part of our marketing mix that we put under like a relevant section, which essentially makes people love the brand. And that's the aspirational stuff that we talked about. That is our sports marketing. That's why we have 800 athletes across the world because those they're the most inspiring and aspirational personalities that can represent brand and really authentic way. We've got our culture marketing, which focuses obviously more on the music and dance spaces and within sports and culture. We also create localized, like participatory participatory moments that allow consumers to engage with the brand it humanizes us in a in a distinct way as well. That's also where our like media and storytelling lives. So that's why we tell tell unique stories, tell content or create content that lives on media channels on social media. You know, we've got Red Bull TV, which is a platform in itself where you can go on and find endless hours of really incredible content. So all of that builds our relevance or like love it part of the mix. And really, when we think about the relevance part of our marketing mix, it's all about long term growth, we don't do anything within that space to try to get somebody to watch a video and then go right to the store and buy Redbull that's to help people love the brand as bigger than the product. So you hope down the funnel, right? someone walks into a store, there may be dragging a little bit or they're looking for shopping for groceries for the week. And they're like, they see Red Bull on the shelf, it ties back to those, those experiences or moments that we've built over time. And that's why they make the choice to to buy the product. It's all long term, there's no expectation that that creates immediate lift for us, which, frankly, we're in an amazing position to be able to do that as a brand. Not a lot of brands can say that. We're just in a really lucky spot. So a big part of my job is focusing on consumers that will have in five to 10 years. So that's what informs the strategy there. And that's what justifies, frankly, the spend against all those different spaces that don't directly tie back to in store. So yeah, and then the third section for our marketing mix is more sales related. It's all about, you know, product assortment. So choosing the right flavor profile, what's trendy these days, what are people going to want to see on shelves? What are the cut, what's the packaging that's going to make someone want to, to try something new. And you know, maybe if they had a rebel once a week before, maybe want to make them have a second one. So those are all the pieces that we work on for more the sales, sales side of the business. But those three segments so that demand or occasions marketing the wanted the relevance or love it, and then the availability, which we call by it really makes up our full mix and really drives our strategy.
Jack Fleming 16:53
Yeah, that's awesome. Do you see that? I mean, it is very evident in big, big companies to handle branding as well as b2c very, very well. And but how would you say that smaller businesses should handle I know, a lot of small businesses, you know, sometimes would be very sales focus, and you know, want direct money quickly. But how do you see the difference of branding and marketing? changing people's mindsets? Like it's I know, it's a mindset that people like giving really an ad and I keep telling my clients like, hey, like, if you're doing a sales, it's different than me just doing my name and brand on something just for people to see it and know I'm around. And so how do you? I mean, you sort of explained how you manage that well, but how do you? How would you encourage smart businesses to grow based on that?
Christiane Pheil 17:48
It's a great question. And again, like I said, we kind of have the luxury of having an ecosystem around our brand right now, which gives us so much opportunity to activate right? I realize, most most brands are not in that space. It starts with an all kind of tie back to my experience starting Firefly Music Festival, because we had to start that brand from nothing. I think it starts with word of mouth, right. And I think as a brand you can come in and you can create really cutting edge visuals, which I think are very important. There's a reason the Red Bull logo hasn't changed since it was created in 1987. Because iconic and people associate with they associate the product with the bulls and the sun. With the can it's always been here we go perfect. It's all we've always it's this rhombus, right people associated. So the visuals are really important to like, set from the beginning. I would say that However, once you've really got that, like iconic, distinct, cut through, like, look from a branding perspective. It's all about building that word of mouth and the groundswell. So when we built Firefly, the first thing we did is we went into the community and we started essentially building an ambassador program, which now you would call them probably more of like an not even an influencer program. But obviously like there's influencers or that term is thrown around right now. But you know, think back to the like, original days, and it was all testimonials on websites, right?
Jack Fleming 19:14
Still is like the like, we'll give you a discount if you post on social media, or something like that.
Christiane Pheil 19:19
Yeah, but at the end of the day, like if you bring people into the brand that believe in the product, whether it's a service, whether it's a you know, a CPG product or whatever it might be, if you if you build that ambassador program that can do for you and build that groundswell authentically where people aren't just interfacing with your brand through paid advertising. I think that's what really works is like some fundamental building blocks with, with Firefly, really leaning in on our ambassador program. I'm giving our combat centers a really amazing experience on site and bringing them into the fold helping that they help us build some of the experiences that we've developed, and it made them feel Like partners of the brand in that way. Now it's with Redbull. We do the same with our athletes, our athletes are a part they create the projects that we run, and that we bring to life for them. They feel inherently tied to the brand. And as soon as we bring that back, then there's nothing stronger. There's nothing that replaces that. Whether you're an athlete like Lindsey Vonn that has millions and millions of followers and impressions on a daily basis, or you're a local in Philadelphia, that will tell all of your friends about the best festival that's that that is in your backyard. Both of those are equally as impactful in different ways. So I would say start with the community start with an ambassador program before it really starts to drum up that word of mouth.
Jack Fleming 20:42
Would you say that? Obviously, word of mouth is a strongest marketing tactic because of trust and reliability of people talking to other people. But is there anything else I know, obviously, it can completely continue changes with technology and trends and culture at all. But what do you see is a good marketing tactic for today, obviously, COVID if you're more online, so digital is is booming right now. But uh, obviously, like shorter content is doing really well, too. I know, there's been a lot of talk about tech talk and stuff. But what is there anything specifically that you would say, is probably better to focus on now than others? or?
Christiane Pheil 21:24
Yeah, it's a it's a great question. And frankly, like, I'm not an expert to speak to a small company in a COVID environment, right, because I am having a platform. But if I were to, you know, riff with you here for a minute on that, I mean, it, let's talk about some of the consumer behavior. I mean, everyone's obviously, consuming a lot more media, whether it's Netflix, or whether it's gaming, we're seeing seeing massive booms within like the virtual space. But on the other hand, I think there's also an exhaustion, like people are tired of when they're on, you know, you might have, you might just go into the office, and while you're sitting behind your computer all day, you really want to then just turn the couch in front of another screen. So that's really, really powerful. Um, from a, from an opportunity perspective, you're seeing a lot of success within e commerce and direct to consumer, a lot of DTC is happening. But I honestly think that people are having to reinvent this virtual environment and and how their brand can present it, like can showcase itself in a virtual way. And I think we're starting to see some really unique ideas come from platforms, like one that I saw recently is complex land, I don't know if you've seen that. But complex, the media outlet is a virtual like festival of sorts online, which a lot of other festivals have done. And frankly, it hasn't worked. It hasn't worked exceptionally well. But complex planned is going to be like a three day immersive experience where you essentially can go in to, it's all like browser based, you can go in, they're gonna they've worked with sneaker shops to do drip releases throughout the entire weekend. You can watch like exclusive panels, but they're giving people reason to go in the experience beyond just watching a performance that, you know, otherwise they would see, like live at a festival, and they're creating more exclusive opportunities. So do I have an answer? No, sorry, however, interesting to start to see some of the trends and creative ways that brands are navigating this virtual environment and frankly, like, if you look back at other pandemics and other crisis, like over the last century, some of the biggest cut through innovations are created in times like this, and I think we're on the cusp of some of that. But
Jack Fleming 23:47
I think it was back to content too. I mean, I know you, you sort of hype me out telling me I'm doing a good job of doing podcasts now. But that just too it's just making content and documenting just life and business things on Instagram, tik tok, YouTube, whatever it be, you know, it's just engaging with people and having just your name out there, you know, your, your brand, but also your business's brand too. And so hopefully we will correlate the two. But content is really key.
Christiane Pheil 24:15
No, you're you're spot on. Another thing that people forget is we look at, take an example. And I'm sorry, I'm second. But we'll take a beautiful like, talk myself in the big conference festival that takes place in Austin every year. Travel in the southwest from surrounding states every now and then, people come in from big cities, who are supporting artists or in the music industry, or want to take part in the conference. But it's really us. Now that we've got a virtual environment, people aren't going to be traveling into Austin, but now South by Southwest is just as marketable and accessible to someone in Europe, for the same price point as someone that lives in Austin. Right. So I feel like the accessibility scales, and in places that maybe you were originally tied to a location, I have a lot of opportunity to reach consumers elsewhere. And technology has given me the opportunity to support consumers all over the world. So that's just an probably a more positive outlook on that we're in. But at the end of the day, it was like, when it comes to content, you're caught on, like, thinking about building relationships, creating podcasts, creating short video clips. At the beginning of the pandemic, we did a lot of like short form athlete content of how they were training in their houses, we had like, Guys on x bikes doing, like, buddy hops over their couches or things like that. And people loved it, because they could relate because everyone's stuck at home right now. So it's staying nimble and being creative with the current environment. But with technology, and with everything going virtual, there's such an opportunity to fill that space with really relevant people, and make your fans become more relevant.
Jack Fleming 26:00
And that goes back to another question I had was making content obviously takes time. And with you working in Redbull, you always have access to a lot of people under you and employees. How do you manage people? Well, I mean, for me, you know, I want to be able to build a company and have employees and help them you know, I want to be there for them so they can succeed. And obviously, like, if they succeed, I succeed. But how do you manage people? Well, especially during this time, too?
Christiane Pheil 26:28
Yeah, it's a great question. Um, you know, my role is management in day to day like normal time, like pre pandemic times, as well as, as mid COVID, it's become become a lot about employee health, just like, there's a lot more just check ins, right, like how you doing space, time away from your computer for a day, like, that's, employee health is a big part of my job all the time. But it's been exceptionally important because everyone deals with this situation in a different way. For me, we've been trying to just find unique ways to stay connected, but not overdo it. So we've changed our meeting cadence. We've got, you know, more opportunity for like less structured meetings where we're having more social time that people can opt into if they want to, we did in in the summertime, a couple of like, social distance gatherings where we'd go to a field and just at least, like see each other in person versus not. And that was really helpful. And, and then at the end of the day, like, it's one of the hardest things I would say for us is that, you know, as marketers, it's one of the best parts of the job is being able to sit in a room and just whiteboard with each other. And that's been really difficult, new places, finding ways to keep that creativity high. So we've been, you know, trying to problem solve, and try different methods around that often really important to just keep people thinking and not to feel like we've got to wait until the pandemic pandemics over to do our job again, but actually like looking at it as opposed to a bet. Well, it's obviously a negative thing in a lot of ways, but looking at as an opportunity as well. You think differently, how can we do bring something different to consumers right now, things that they need, at meaning like, you know, just motivating, like it Yes, and kind of mentality all the time, like, st, let's say, yes, use the ideas as a starting point and develop them until there's something strong versus, you know, kind of being the person that comes in and is an idea that's been in mind recently. And you
Jack Fleming 28:29
have to look at it as a development opportunity, because it is business, you know, business is continually changing. Like, if I'm starting businesses in January this year, and this is our twin twins guy, I'm really hopeful the next few years, you know, there's gonna be it's gonna be better. But, you know, I'm just here to learn, you know, if I'm learning how to run a business during COVID, it's nothing but a good thing for my business. Hopefully, I see it as nothing but good thing for business, but it's all about learning.
Christiane Pheil 28:57
Well, and I think you're approaching a smart way not to continue to like pat you on the back. But like, had had it been a normal year and no pandemic would have you started a podcast, like, there's a chance, you probably wouldn't prioritize that. And now your networks grown, you've got more content than you probably would have focused on, you would have been working on getting clients left and right, which not to say that you're not doing that. But like, Oh, look at what you've been able to develop. When we come out of this thing. You've got some you've actually got, you know, you've built your brand, you've built your company in a way that people can now find really valuable information and start to associate that with yours, you might not have put that first. So it's interesting how this is going to change things. And, and, and I think that a lot of you know, there's a lot of companies that are adapting really well and finding creative solutions that frankly, will last post pandemic that will carry through. I have no doubt there's a lot of things that will kind of permanently change from this in a good way into the day.
Jack Fleming 29:56
Yeah, I'm keeping an eye on my clock. That's how I look at my phone. I'd have like a few more things. I know someone asked me a question they won't be asked you. But I think a good thing that everyone wants to know, just do you have any tips for people who are trying to do marketing or not, maybe not even do marketing, but somehow get into marketing in the future? Like you, I think, engineering and then getting into marketing somehow. But do you have any tips for people, as they're, you know, trying to develop and learn during these days? Do you have any way you can sort of relate to recruitment a little bit? Um, but is there anything else you just want to tell people I was like, quick action things like, it's great that we can sit here and listen to people, like, listen to tips for people, that's all great, you know, you can inhale as much information as you can. But it's really comes down to action at that point, oh, is there any big call to actions basically, you can tell people and who are learning right now or in college and want to be in marketing?
Christiane Pheil 30:53
Yep. I think at the end of the day, it comes down to your network. So I think, you know, you and I spoke up about this with the podcast initiative that you're doing, like you're helping relationships through this, that will inevitably scale into business impact for you. So I encourage people that are in school right now, or fresh in their career to prioritize your network and relationship building more than anything, then yes, listening in on podcast is great. But also calling people and asking questions, is also like, even more valuable. Finding a mentor. So really just working on the networking at the end of the day, I think that's credibly vital when it comes to marketing, and frankly, in a really busy job market, that's what's going to make your resume stand out as if you have someone that can put it on the hiring managers desk, versus have someone you know, from a, from an HR perspective, pick it out of a pile. I mean, we we put a new role online a bit ago, and we've hundreds of applicants, I mean, it's just it's a crazy time. And what makes people stand out is if you've got a referral from a trustworthy source, not to take it back to word of mouth, but that's kind of the same, building a brand as it is building your personal reputation and brand, as a marketer. And I would say that's probably not exclusive to marketing, but it definitely helps. So I would, I would highly recommend focusing on that. And then being willing to take opportunities, even if there's not, you know, a big paycheck associated to it. Experience goes such a long way. So if you're, if you're capable of working on the side, or even doing a free internship, even if it's for, you know, a few hours a week, just to get that experience that not only will help you understand what you want to do. But it will also continue to build that network and build that expertise. That looks great on a resume, when you're when the hiring manager is looking at it. So now, and then I would just get experienced anywhere you can do the two things. Sweet. I
Jack Fleming 32:53
think that will I think, I think it's also hard to just for the fine Java crew who are hiring now I know people are cutting budgets and did a lot of interesting stuff during this time. But I've seen a lot of people in college hunters looking for anything, they literally can't, I think it's incredibly hard for them to find jobs right now. And that's I'm gonna sing is good and bad. They're learning a lot, but also like they need jobs. That's what God is raising people to do. Yeah.
Christiane Pheil 33:21
And I and I would say this, like, there's not a, there's not really a positive spin on that one. It's just like, I have a lot of friends in the music industry that are just out of work. And they have been for 10 months. And they're wondering, okay, do I do I switch careers now. And just because it's getting hard to wait for music to come back. That is that is that's just the reality. And I would say my, if I'm gonna put my like eternal optimist spin on it, what I would say is similar to my experience, like I studied engineering for five years, it took me five years. So I started engineering for five years. And there are so many ways that that experience has helped me be successful in my role now, which is the opposite side of the brain. So I would suggest for people in school to be patient with no, this is like, not the best thing you want to hear. But like be patient with the situation we're in, you might need to take a job that is not your dream job or necessarily on that path of what you want to do. But realize, you can still find value in anything you do. Even if you need to work in distribution or in retail or in for an e commerce company for the short term, you will still learn tangible skills that you can apply. When you get to that career that you want to at the end of the day when things start to open back up and the job market, there's more opportunities with the job market. So I would just hold on hope for that and realize that just because it's not straight down the middle of that career path that you know you want to be on. It doesn't mean it's not going to be value valuable for you and the tool belt that you're building at the end of the day.
Jack Fleming 34:53
Well, last minute. So I have a question from a friend and he began sales guy now. He's doing like cliff jumping. So trying to get into like trying to be a professional athlete. Oh, gosh, but you know, he is in the beginning stages of developing content and reaching out to people. Um, is there anything you can tell him being a as a big brand and who has athletes? That would be encouraging for him as he's looking into working with bigger people? Obviously, he asked me for a contact info. But I want to make the content. So you know, I don't I, you know, and I think use, bring me up how he can do things would help him even more than me, just give me I mean, it would be good for me to give you that, but I don't just want it to be, you know, that I want to be even more. So do you have any tips for people who are, you know, trying to get into sports or professional sports these days, and who, uh, who are growing, it can relate back to I mean, people growing businesses to, you know, just contacting other businesses and learning, but
Christiane Pheil 35:52
absolutely, yeah, I mean, everything I've said applies for sure. First of all, that's awesome. But that means great. We've got a cliff diving, right?
Jack Fleming 36:00
Christiane Pheil 36:00
we've got a cliff. Great cliff diving program. Sure. There's that Red Bull Cliff? Yeah, I mean, from a high performance perspective, you're gonna know what's best for your sports, I won't touch on that from a training side of things. But content is becoming more and more important to tie it back to that conversation within the athlete world as well. So for a really long time, Redbull was like our purist athlete marketing mentality was like, we want the people on the podium. And now even us like and we're we're old school, we're an Austrian company. We're starting to see the value in these action sports athletes like skateboarders and BMX athletes, that are creating really impressive content that's going viral on social media. And even if they're not going to get the podium at X Games, they're still a really valuable extension of the brand for us and voice of authenticity for our brand. So I would say continue to focus on content. And then I would find something that you're like, find some driving overarching force that you're passionate about within your sport, outside of the sport of component outside of the performance, right? Like, is it you know, we've got a lot of athletes that are in the mountain bike space that are focused on getting color on bikes, because traditionally, adventure sports are very white, trying to get more minority groups into the outdoors, you know, and that they really champion that as a brand that gives us something else that we can focus on and help we minimize the Red Bull term help give you wings to help get that done, right. Or in cliff diving. And you want to focus on equality in that space, because you see that it's overwhelmed with, with men, for example, or, like there's a lot of opportunities, I think, to associate yourself in an extension of the sport that's not necessarily performance. And I think that makes you a really well rounded athlete. And frankly, really marketable for brands, because there's something beyond yourself. And then it also gives you something to focus on from a legacy perspective, when you peek in your sport, or God forbid, if there's injury or anything like that. It gives you something else that you're closely tied to as far as growing the sport and the space that you play. So I would highly encourage you to think about your brand beyond just being an athlete. And that way,
Jack Fleming 38:11
we'll let you go. I know this is your time cap. But thank you so much. I think this is super influential for all people to hear whether it be things they've already heard in the past and his verbal affirmations to continue what they're doing. And also you gave out some great new york tactics to even recruitment for people thinking the future. But again, thank you so much. I super excited to do this. I'm glad we could chat and make great content.
Christiane Pheil 38:36
This is great. All right.
Transcribed by https://otter.ai