The Red Bull Story is one many of us recognize in name, but few truly know in depth. We all know Red Bull—it’s practically everywhere—but how did it get there? That’s a story in itself. Honestly, I didn’t know the full extent of it when I was invited to write the foreword for a book about Dietrich Mateschitz and his incredible journey. I wasn’t an expert on Red Bull. I don’t even drink the stuff. But what I do know is that The Red Bull Story is one of visionary branding and relentless execution—one that any entrepreneur or brand builder would dream of emulating.
There was a time when Red Bull simply didn’t exist. Then, almost overnight, it seemed to be everywhere. That’s the magic of a truly compelling brand narrative—The Red Bull Story isn’t just about energy drinks, it’s about creating a global movement from the ground up.
A long-time reader of my blog and supporter of my shoe brand, J.FitzPatrick, invited me to be part of this project. It was an honor—one I didn’t take lightly. It’s not every day you get the chance to contribute to something that lands your name on Amazon, especially tied to such a powerful legacy. As someone also striving to build his own success story, this opportunity lit a fire under me. It’s a reminder that if you’re linked to greatness, you’d better rise to meet it.
Ironically, these are the types of stories I used to devour before launching multiple businesses of my own. Biographies and brand journeys—like The Red Bull Story—have always inspired me. I still remember reading Pour Your Heart Into It, the story of how Howard Schultz built Starbucks. Whether or not you like Starbucks, you can’t deny the brilliance behind its creation. These stories aren’t just business books—they’re roadmaps of ambition, resilience, and vision.
Today, I’m in a place where I could technically write my own book about entrepreneurship, but the truth is, I’m still learning. And I plan to read this book on The Red Bull Story cover to cover, not just because I’m part of it, but because I know it has lessons to teach me. We’re all climbing our own mountains, setting new goals as soon as we reach the summit. That’s the nature of growth.
So if you’re looking for inspiration—whether you’re just starting out or midway through your own success journey—let The Red Bull Story show you what’s possible. We all need stories like these. And the more we learn from them, the more we’re able to write our own.
If you want to support, here you go: http://theredbullstory.com/amazon
—Justin FitzPatrick, The Shoe Snob
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