Red Bull logo featuring two black and white bulls charging towards each other above the text 'Red Bull'

“Free Radicals’ contribution was not just in the outstanding campaigns they led but also in the spirited, dynamic culture they nurtured within the team—inspiring creativity, elevating brand messaging to an art form, and leaving an indelible mark on both the brand and the industry.”

Close-up of a Red Bull energy drink can with blue, silver, and red colors, showing the Red Bull logo and branding.

Christopher Mater
SVP Sports Marketing

Black and white Red Bull logo with two charging bulls facing each other.
Text listing the qualities of sports moments, stating they are thrilling for NY audiences and often insane.

When Free Radicals conceived Red Bull’s New Year, No Limits, we hardly expected it to have the cultural resonance it did—especially on a night when most people are ringing in the new year. The goal was to embody the “Giving Wings to Athletes and Ideas” with mind-blowing, record-setting feats from Red Bull athletes, televised at the stroke of midnight on ESPN. Red Bull and ESPN blew minds for three years with the now iconic World Record shattering moments.

A collage of posters and photographs related to motor racing and stunt riding. Includes a rider in gear, promotional signs for events like Red Bull New Year's Eve, and scenes of motorcycle stunt performances.
Close-up of the word 'HYPED' in white capital letters on a black background.
Poster for Red Bull New Year NO LIMITS event at San Diego Embarcadero Park, featuring motocross and snowmobile riders, with moonlit night sky and city skyline in the background.
A motorcycle racer in racing gear crouches next to his snowmobile, celebrating after a race, with a surprised expression, at night on a racing track with spectators in the background.
Crowd outside the Red Bull New Year Lollapalooza event at night, with a large illuminated sign displaying the event logo, tall buildings in the background, and palm trees.
A motorcycle racer wearing a blue and white racing suit and helmet, on a platform above a crowded street at night, with bright lights and signs in the background, including a large hot air balloon-shaped sign and a screen displaying the words "Everything's more fun at Paris".
Nighttime scene of a person performing a motorcycle stunt in mid-air above an ornate, illuminated building with ropes and a Red Bull logo visible at the bottom.
Night scene of a large metal scaffold structure with a Red Bull banner that reads 'New Year NO LIMITS'. Street lamps and trees are visible in the foreground, with additional lights and structures in the background.
Nighttime motorcycle stunt show over water, featuring multiple motorcycles in a vertical leap formation, with Red Bull banners on either side, and boats docked along the marina in the background.
Close-up of the word 'WTF' in bold, white uppercase letters on a black background.
Night scene at a marina with boats docked and a Red Bull Racing rally car mid-air jumping over the water, illuminated by artificial lights.
Close-up of the word 'UNDEFINABLE' in bold black and white text.
A motocross helmet with Red Bull and KTM branding, featuring a color scheme of blue, white, yellow, and orange.

Fuel.

Traditionally, Red Bull sports and athletes are organized by silo to ensure that the content is as culturally relevant to specific audiences as possible for core 
fans. However, this approach limits the scale and reach to larger mainstream audiences.

Spark.

Red Bull’s overarching strategy 
is to Give Wings to Athletes and Ideas, so when athletes like Robbie “Maddo” Maddison, Travis Pastrana, and Levi LaValle tell Red Bull about their insane dreams to execute never-before-seen sports feats, we knew this would be a moment we’d been waiting for to excite mainstream audiences.

Fire.

Capitalizing on an exclusive broadcast deal between Red Bull and ESPN, we named the events New Year No Limits, which became the platform for Red Bull athletes to dream up world record-shattering stunts. The viewership was through the roof with an already engaged audience on ESPN, solid promotion, and a slot right after the Chick-fil-A Bowl.

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Television.

4.2

Nielsen Ratings share of viewership on ESPN.

Views.

38M

Live viewership on ESPN and YouTube.

Impressions.

500M

Impressions across the internet and social channels.

Text saying "TOTALLY F**KING BANANAS" in white, large letters on a black background.
RedBull logo with two red bulls charging towards each other and the words 'Red Bull' below.

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