They really have tried.

They don't have the type of insane cashflow that RedBull does to sponsor tons of athletes and weird events, but their video contests are kind of a big deal in the action sports community.

AKA, their Line of the Winter[1] competition for skiing, or their Best Line conest for MTB[2] that they used to run. And they're the title sponsor for the GoPro Mountain Games[3].

They're still THE action sports cameara carried in a lot of outdoor equipment stores, but the Insta360 has really dominated social media recently, and their products are currently a better value for cost/performance.

[1] https://gopro.com/en/us/awards/line-of-the-winter [2] https://www.pinkbike.com/news/enter-the-gopro-of-the-world-b... [3] https://mountaingames.com/

It’s not just the cash flow, it’s the margins.

Redbulls gross margins are probably 90%. It’s basically just water, sugar, and caffeine sold for $3.

You can do a lot of great promotions if the cost of your product is a rounding error.