Red Bull X-Alps. A Hallmark Event Model for the Content Marketing Industry

"Red Bull is a media company that happens to sell energy drinks", a quote attributed to Red Bull’s Austrian founder Dietrich Mateschitz.


Chrigel Maurer. Red Bull X-Alps 2021, Zell am See. Picture: Sebastian Marko / Red Bull Content Pool

The Red Bull X-Alps 2021 officially has finished last Friday, July 2th at 11:30 AM at Zell am See, a picturesque lakeside resort in the Salzburg district, Austria.


Red Bull X-Alps is the world’s toughest adventure race and an amazing sport event. It’s a hike and fly battle across 1,238 kilometers of alpine terrain in which competitors run, hike up mountains and fly by paraglider.


The concept for Red Bull X-Alps was inspired by Toni Bender’s first crossing of the Alps in 1999. His hiking and paragliding adventure became the subject of a documentary that caught the eye of renowned Austrian pilot Hannes Arch. This is what inspired Arch and his long-time friend Ulrich Grill to ask themselves if such incredible feats could be made into a competition for the most determined individuals on the planet.


"I thought it would be cool to base a paragliding competition on this format and build a basic concept for it – that’s how the idea was born!" Arch explains. "Together with Red Bull, we developed the idea until it became what it is today; an unparalleled test of human endurance in the form of an adventure race", adds Grill.


The first edition of Red Bull X-Alps took place in 2003. Since then, every two years we have attended a new edition until we reach this tenth edition that finished in Zell am See.