Friday, 25 April 2014 13:03

Innovation in Sports Marketing, Innovation in Cause Marketing: This is the Red Bull Wings For Life World Run

Written by
Rate this item
(0 votes)


This is no ordinary race either, and we wouldn't expect anything less from Red Bull. All racers start at the exact same time around the world. A few minutes after they're gone, a "chase car" takes off. As the chase car passes each runner, they're out of the race. Last man and woman running in each city are the winners, and the last ones running globally are grand prize winners.

What's unique too is that 100% of all entry fees will go directly to spinal cord injury research. Red Bull provides all of the overhead and infrastructure for its Wings For Life Foundation, so fundraising events like this can really be impactful. Red Bull has rallied everyone in their circles to get behind this event - from sponsored athletes and events, to retail and distribution partners, online and digital marketing. This "all in" approach is really something we haven't seen before in a cause marketing campaign tied to sports, and having a marketing driven brand like Red Bull take the lead is impressive.

Check out this clip highlighting Red Bull Wings For Life Ambassador Jesse Billauer. A former pro surfer who suffered a spinal cord injury while surfing, Jesse founded the nonprofit Life Rolls On which is dedicated to improving the quality of life for others affected by spinal cord injury. LRO provides action sports opportunities for people with disabilities including the very successful They Will Surf Again and They Will Skate Again events.


“I am very honored to be an ambassador of the inaugural Wings for Life World Run. The fact that 100% of the money raised is going straight to spinal cord injury research is truly amazing in itself,” said Billauer.  “I am confident that this event will bring well deserved attention to spinal cord injures and highlight the amazing work that Wings for Life is doing to find a cure.”

Sign up by April 27th and join us on May 4th in running for those who can't

Follow the Wings For Life World Run on



Share this post

Submit to FacebookSubmit to Google PlusSubmit to TwitterSubmit to LinkedIn
Read 931 times Last modified on Thursday, 08 September 2016 11:09

1 comment

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.

Directory Search