There’s no doubt that MINI has gone to great efforts to promote their automotive brand to youthful adventure-seekers by embracing their product’s own unique appeal. MINI’s latest promotional efforts have found them partnering the John Cooper Works marquees with Red Bull energy drink to promote an over-the-top, adrenaline-filled freestyle motocross event.
The X-Fighters World Tour showcases the world’s best freestyle motocross riders as they compete across six separate events that span four different continents. Competitors are judged on a variety of criteria including trick variety, execution, style, inventive use of the course and overall energy and entertainment value – after all, this is sponsored by Red Bull and MINI. Pressure is placed on the riders early and often at each event, as failure to score well in a qualifying round can band the rider from participating in the rest of the day’s events.
The World Tour has already stopped in Dubai, Istanbul, Madrid, Munich and made a long awaited return to U.S. soils for the second event of the tour held at Glen Helen Raceway in Southern California. The final competition will be held October 6th in Sydney, Australia.
MINI John Cooper Works vehicles have been there every step of the way, embracing the opportunity to align their product with an action-packed event. “Red Bull and the Red Bull X-Fighters World Tour 2012 are the perfect fit for the John Cooper Works brand, after all, both partners pride themselves on being unconventional and uproarious, power-packed and action-packed,” says Ralf Schepull, Head of MINI Brand Communication, “Together they make an impressive team.”
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