On 14 October, 2012, The Red Bull Stratos mission shot Austrian skydiver Felix Baumgartner into the upper reaches of the Earth’s atmosphere for the sake of a ten-minute freefall “from the edge of space,” an unprecedented stunt live-streamed across the mediasphere. Baumgartner set new altitude records for manned balloon flight, highest parachute jump, and greatest free fall velocity, and became the first human to break the speed of sound outside of a vehicle. Throughout the course of the mission Baumgartner wore 7 commercially available GoPro cameras to capture every moment in high definition.
With the Stratos mission, Red Bull became the first energy drink in space.Following the spectacle of the space jump itself, Red Bull hosted a Stratos scientific summit with attendees from national and commercial space programs. From spectacle to summit, Stratos functioned as a branding campaign as elaborate as a NASA mission, blurring the lines between science and commerce, and reinforcing the Red Bull brand message: that energy is what enables us to push the limits of human possibility.