The first such involvement came in
1991, with the creation of the Red Bull Flugtag event, first hosted in Vienna, Austria. The Flugtag, which calls on par ticipants to design and build flying con traptions to be launched off a 9.1-m high ramp, signalled Red Bull's intentions as a brand both in building a repertoire in
sport and, perhaps just as crucially, in developing the brand as a prom.inent figure in the world of extreme sports. Aligning perfectly with Red Bull's 'Gives You Wings' slogan and ethos, the Flugtag event opened the sports market to Mateschitz and the Red Bull brand, and offered the company a place in the emerg ing extreme sport industry.