Red Bull is the highest selling energy drink in the world. Red Bull has created it’s own YouTube channel that features a signature series that highlights the most progressive and innovative snowboarding, mountain biking, ice cross downhill and other extreme sports showcased on custom courses inspired by the athletes themselves. Red Bull targets mostly young adults, who are interested in extreme sports that range from BMX, snowboarding to cliff diving and racing. They target consumers who want to take sport to a new, higher extreme by going above and beyond what’s already been done. Red Bull wants to give people wings and ideas to set milestones in sports and culture. They want to support athletes in taking their sport up a notch. The YouTube channel and the content produced on the site is an example of owned media.