Red Bull Skateboarding

Red Bull Surfing

Red Bull Skiing

Red Bull Snowboarding

Red Bull Snowboarding

Red Bull Crashed Ice - Helsinki 2007 | Creative Commons - ZeroOne (via Flickr)

Red Bull Moto GP Rookie's Cup | Creative Commons - Thomas Helbig (via Flickr)

Red Bull Air Race - Perth 2006 | Creative Commons - YellowFilter AKA KC (via Flickr)

Red Bull

Red Bull

Red Bull

Red Bull

Red Bull

Red Bull

Red Bull

25. Dietrich Mateschitz

CEO of Red Bull

Last year, Dietrich Mateschitz's Austria-based company sold 4 billion cans (more than its next three energy-drink competitors combined), reportedly spent more than $300 million on marketing, and pushed the category beyond $30 billion. All that has less to do with the drink than Mateschitz's magic in creating a corporate identity for Red Bull as what he calls a "cultural" company. From introducing the world's top skateboarders to Havana's underground skate scene to arranging a private jet to fly world-champion downhill skier Lindsey Vonn to a hand specialist after she cut a thumb tendon on a Champagne bottle, Mateschitz is blurring the lines between retailing, sports marketing, and entertainment. -- by Mark Borden

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