Athletes and teams. With the claim that Red Bull improves athletic performance at the center of its promotional message, the brand took a page right out of the book used by Nike and Gatorade and began signing up athlete endorsers early on. Today, Red Bull sponsors more than 500 athletes-100 in the United states-in 97 sports, mostly “extreme” sports. And sticking with its unconventional ways, Red Bull brings these athletes into the it’s unconventional ways, Red Bull brings these athletes into the “family” with nothing more than a verbal agreement to “support” them in achieving their dreams. Today, Red Bull’s family includes such top-tier athletes as Shaun White and Travis Pastrana as well as niche athletes such as courier-style bike racer Austin Horse and wind surfer Levi Silver. Whenever these athletes make official public appearances, the Red Bull name or logo is visible somewhere on their person.