Outside The Lines
Red Bull
Campaign Proposal · Donald Gibson · Missing The Pieces
Red Bull Gives
You Wings to Fly
Outside The Lines
Red Bull Gives You Wings to Fly Outside The Lines
Red Bull gives athletes wings. Outside The Lines shows them how to fly.
The Idea
For 30 Years,
Red Bull Gave
Athletes Wings.
Wings to perform. Wings to compete. Wings to win. Now — for the first time — wings to fly outside the lines. The game ends. The person doesn't. Outside The Lines is the first program built to carry athletes past the final whistle into who they're meant to become.
The Problem
Red Bull Gives Wings.
Nobody Shows Where to Fly.
Nobody Shows Where to Fly.
Athletes tie their entire identity to sport. When it ends — or pauses — the wings feel useless.
- 70% of elite athletes report identity crisis when sport ends
- The schedule vanishes overnight — the most disciplined people on earth drift
- $2.8B NIL market with athletes who have no map to activate it
- Campaigns show what athletes do on the field. Nobody captures who they are off it
The Opportunity
Red Bull Can Be
the First Brand to Show
Athletes Where.
the First Brand to Show
Athletes Where.
This window is open. No energy brand has walked through it. Red Bull should be first.
- Zero major brands run a structured athlete identity program
- Beyond the sport — wings that carry athletes into who they're meant to become
- Beyond the uniform — purpose defines you, not your jersey
- Beyond performance — stats fade. Legacies don't
"The wings have always been the metaphor.
We're finally making it true."
We're finally making it true."
— Outside The Lines × Red Bull · Campaign Vision
Phase 1 · Start Here
Collegiate & Professional Athletes
Red Bull already has the athletes. This is what's possible when someone works with them differently. Give me your current roster and I'll do something with them you've never done.
The Partnership
Red Bull Gives
the Wings.
OTL Shows How
to Fly.
Red Bull Brings
The Platform
- Global athlete identification & signing
- Unmatched brand reach and trust
- World-class content production
- Sports marketing infrastructure
- International athlete network
Outside The Lines Brings
The System
- 12-week athlete identity & brand program
- Purpose & brand discovery framework
- NIL strategy & execution tools
- Leadership & communication training
- Built by a certified coach with lived experience
The Signing Incentive
No Other Sponsor Gives Athletes This.
Red Bull doesn't just sign athletes — with OTL, Red Bull gives them something that outlasts every contract, every season, and every highlight reel. Purpose outside the lines. Athletes aren't just choosing a sponsor. They're choosing the only brand that invests in who they are when the game ends. No competitor can offer that. That's a reason to sign with Red Bull that money alone can't replicate.
The Flight Path
From Signed
to Iconic.
Every Red Bull athlete goes through five stages. OTL lives at the most critical one — where identity, brand, and purpose are built. That's where the content comes from. That's where the loyalty is earned.
01
Sign
Red Bull identifies & signs the athlete
02
Fly
OTL 12-week identity & brand program
OTL Lives Here
03
Define
Purpose, values & brand voice locked in
04
Brand
NIL strategy, content, partnerships
05
Soar
Global campaigns, media, legacy
The 12-Week Program
Each Week Teaches
Athletes How to Fly Further.
Three phases. Every week produces content. Every week builds the brand. Every week, they fly further.
Phase 1 · Weeks 1–4
Find Your Wings
- Reclaiming identity beyond sport
- Rebuilding routine & daily discipline
- Mastering emotional control
- Redefining personal success
Identity Built Here
Phase 2 · Weeks 5–8
Chart Your Course
- Financial awareness & ownership
- Relational capital & networking
- NIL strategy & monetization
- Personal mission & vision statement
Brand Activated Here
Phase 3 · Weeks 9–12
Learn to Soar
- Leading from where you are
- Time mastery & schedule design
- Confidence & communication
- 90-Day Life Game Plan
Legacy Starts Here
The Content Engine
Every Week Is a Story.
Every Story Is Content.
Every Piece of Content
Is a Wing.
1
Week
12-week program live in real time
2
Capture
Film the journey, not just the result
3
Distribute
Social, podcast, Red Bull Media House
4
Amplify
Campaign assets, partner stories, press
Output:
Mini-Docs
Social Clips
Podcasts
Commercial Spots
Press
Brand Deals
4 Commercial Concepts
4 Spots. 4 Truths.
1 Tagline.
Every spot closes the same way: Red Bull gives you the wings to fly outside the lines.
Spot 01
"Who Are You Without the Uniform?"
Empty locker room. Athlete sits alone. Voice over: "Your whole life, the sport defined you. The schedule is gone. The crowd is gone. Now what?" They open the OTL workbook. Cut to — transformation.
Close: Red Bull gives you the wings to fly outside the lines.
Spot 02
"Inside The Lines"
Five sports. Five athletes. Red Bull cleats, jerseys & helmets cross their line. The beat drops — they walk back out. No coach. No schedule. No crowd. They step into classrooms, offices, empty streets with the OTL Playbook.
Close: Red Bull gives you wings inside the game. Outside The Lines shows you where to fly when the game ends.
Spot 03
"You Are the Brand. You Always Were."
Montage of an athlete discovering their story, their voice, their message. A brand that was always inside them — finally activated, finally flying.
Close: Your name was always valuable. Now you know where to take it.
Spot 04
"Your Voice Is Your Value."
Athlete speaks in an interview, a pitch meeting, a room full of people. Every word lands with confidence. Clear. Rooted. Unshakeable.
Close: Red Bull gave you wings. Outside The Lines showed you how to fly.
Why I'm Already Doing This Job
The Role Requires It.
I've Built It.
JD Match
Tailored Athlete Marketing & Performance Plans
What Red Bull requires → What I bring
›
Red Bull requires: Develop tailored marketing & performance plans for each managed athlete.
What I bring: I built a 12-week personalized development system mapping identity, brand, NIL, and leadership — individually for each athlete. Not a template. A flight plan built around who they actually are.
JD Match
Groundbreaking Athlete Projects
Align personality with brand identity
›
Red Bull requires: Conceive groundbreaking athlete projects that align personality with brand identity.
What I bring: "Fly Outside The Lines" is that project — documentary, social, commercials, podcast — one system, one through-line, one tagline. Already conceived. Already built. Ready to run.
JD Match
Content, Workflows & Execution
Bring project ideas to fruition
›
Red Bull requires: Assist athletes in bringing project ideas to fruition — workflows, budgets, content.
What I bring: Every OTL week produces a deliverable. I've built and coached this pipeline. I understand the full workflow from identity discovery to execution — as a coach, a TV writer, and a curriculum developer.
JD Match
Brand Communication Strategy
Athletes carry the brand with confidence
›
Red Bull requires: Ensure athletes understand product efficacy and communication strategies.
What I bring: Week 11 of OTL is built entirely around confidence, communication, and character. Athletes don't just wear Red Bull — they learn to carry the brand with their wings.
Who I Am
I'm Not Just Applying for a Job.
I'm Handing You a Flight Plan.
I'm Handing You a Flight Plan.
World Coach Institute · SYMBIS · Gottman Institute · PositivePsychology.com. TV writer and storyteller. I know how to find the narrative inside a person and make it land with an audience. I built the OTL 12-week program from scratch — refined and ready to scale. The flight plan exists. Red Bull is the aircraft.
Phase 2 · The Real Expansion
This Is Where
We Really Grow.
We Really Grow.
Phase 1 makes Red Bull's current athletes more purposeful, more marketable, and more publicly loved. Phase 2 opens a market no energy brand has ever touched — and those Phase 1 athletes become the faces that make Phase 2 possible.
Phase 2 · High School Edition
No Energy Brand
Has Ever Been
in This Room.
High school is where brand loyalty forms for life. Ages 16–18 are the window. No competitor has walked through it with a real program — only ads. Red Bull enters not as a brand selling something, but as the organization that showed up for student athletes before anyone else did. The 24-week workbook is already built. The tour is ready to launch.
The Loop Between Phase 1 & 2
Phase 1 Athletes
Are Phase 2's
Inspiration.
Are Phase 2's
Inspiration.
The collegiate and pro athletes from Phase 1 become the faces that walk into Phase 2 high schools. Students already look up to them. Now those athletes are in their school, running their program, backed by Red Bull.
- Phase 1 athletes get more public love and visibility
- Phase 2 students get real access to real athletes
- Red Bull wins both rooms simultaneously
- The content loop runs in both directions
The Bigger Miss
8M+ Student
Athletes. Zero
Brands Inside.
Athletes. Zero
Brands Inside.
Every future Red Bull athlete, ambassador, and loyal customer is sitting in a high school classroom right now — deciding what brands stand for. This space is completely unclaimed.
- 8M+ high school student athletes in the U.S.
- 24 weeks of brand presence — no paid media can match this
- Loyalty formed at 16–18 lasts a lifetime
- First mover advantage — no competitor is here
Who Runs the Program
Athlete Managers
Run the Room.
Athletes Make the Moment.
The day-to-day is run by Red Bull athlete managers — already on payroll, trained on the workbook, deployed as facilitators. Athletes and former athletes rotate in for high-impact sessions. Scalable because the infrastructure already exists.
Red Bull Athlete Managers
The Engine
of the Program.
of the Program.
Already on Red Bull's payroll. Deploying them as OTL facilitators costs nothing extra — and gives the program consistent, professional weekly delivery at every school on the tour.
- Already employed — zero additional overhead to deploy
- Trained on the 24-week OTL workbook curriculum
- Run weekly sessions as Red Bull representatives
- Scale to new schools without new hires
Athletes & Former Athletes
The Moments
They Remember.
They Remember.
Active athletes drop in for high-impact sessions. Former athletes take on a bigger facilitator role — giving them meaningful work and income after their careers end.
- Active athletes appear for Athlete Days, kickoffs, showcases
- Former athletes take on regular facilitator roles
- Red Bull extends athlete relationships beyond the playing career
- Content gold every time an athlete walks through the door
The School Tour
Hit the Schools
with the Top Athletes
First.
Not a broad rollout. A targeted strike. Start with the schools producing the nation's top recruited athletes — where the stakes are highest and the attention is already there.
01
Identify Target Schools
Select high schools with the top recruited athletes in priority markets — schools that produce D1 talent, attract scout attention, and carry cultural weight in their cities.
02
Red Bull OTL Kickoff Day
Launch with a live event — Red Bull athlete on campus, workbooks in hand, cameras rolling. A day the school, coaches, parents, and athletes never forget.
03
24 Weeks In the School
Red Bull-employed OTL facilitators run the full 24-week program. Weekly sessions. Weekly brand presence. The workbook in athletes' hands every single week.
04
End-of-Season Showcase
Red Bull-branded close — students present Life Game Plans. Red Bull Scholars recognized. Content captured all season comes together into a full story.
05
Scale Nationally
Every school adds proof of concept. Every story adds to the content library. Red Bull becomes the most credible youth athlete development brand in the country.
The School Partnership Framing
What Schools Get.
What Red Bull Gets.
"We're not bringing a brand into your school. We're bringing a student-athlete development system funded by a global partner."
What Schools Receive
- Structured 24-week life skills curriculum for student athletes
- Assemblies and live workshop sessions from real athletes
- Mental health and identity support programming
- Access to Red Bull athletes as speakers and mentors
- Career exposure in media, sports business, entrepreneurship
- Fully funded — zero cost to the district
What Red Bull Receives
- Early cultural access to top athletes before college and pro
- Brand presence inside schools where paid media cannot go
- National content pipeline of authentic young athlete stories
- Cultural credibility in education — not just sports
- Brand imprint during loyalty-formation years (ages 16–18)
- First mover advantage — no competitor has claimed this space
Phase 2 · The 24-Week Workbook
Already Built.
Already in Students' Hands.
Ready to Scale.
110 pages. 24 weeks. Red Bull present at every step. The moment Red Bull says go — this launches.
WK 1Reclaiming Identity Beyond the Game
WK 2Creating Daily Structure
WK 3Mastering Emotional Discipline ★ Red Bull Workshop
WK 4Rebuilding Confidence
WK 5Building Financial Awareness
WK 6Building Relational Capital
WK 7Mission & Vision Statements
WK 8NIL Strategy & Awareness ★ Red Bull NIL Week
WK 9Leadership From Where You Are
WK 10Mastering the Daily Plan ★ Red Bull Workshop
WK 11Decision-Making & Consequences
WK 12Creating Your Life Game Plan
WK 13Storytelling & Personal Branding
WK 14Social Media Identity ★ Content Capture Day
WK 15Personal Website & Digital Resume
WK 16NIL Pitches & Outreach ★ Red Bull Case Study
WK 17Speaking With Confidence
WK 18Managing Pressure & Expectations
WK 19Protecting Your Reputation
WK 20Faith & Identity
WK 21Healthy Relationships & Boundaries
WK 22Time Management & Priorities
WK 23Financial Literacy Basics
WK 24Building a Legacy ★ Red Bull Showcase & Scholar Recognition
No other sponsor gives athletes purpose outside the lines.
That's a reason to sign with Red Bull no competitor can match.
That's a reason to sign with Red Bull no competitor can match.
— The Signing Incentive · Outside The Lines × Red Bull
Potential Revenue Streams
The Program Pays
for Itself — and Then Some.
While our initial rollout is designed to give Red Bull access to the next generation of athletes, strengthen the brand's public image, and make current athletes more loved — Outside The Lines also creates direct opportunities to generate revenue of its own.
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01
School District Program Fees
When other districts see the video proof of what's happening inside Red Bull's partner schools — the athlete days, the showcases, the student stories — they'll want in. Districts pay a program fee to have an OTL facilitator come into their school and run the workbook sessions.
02
Non-Red Bull Athlete Training
The same system Red Bull athletes go through becomes a paid offering for collegiate and professional athletes outside the Red Bull roster. Individual athletes, agents, and families pay for access to the program producing visible results on Red Bull channels for Red Bull athletes.
03
Team & Locker Room Implementation
College athletic departments and professional franchises pay to bring OTL in as an organizational program — run directly inside their locker rooms.
04
The Workbook
Every tour stop, every piece of content, and every athlete story drives demand for the workbook. Athletes, parents, coaches, and fans can purchase it directly on the Red Bull website. The program creates the demand — the product captures it.
05
Coach Certification & Licensing
Train other coaches to deliver OTL. We collect a fee every time a certified OTL facilitator runs the program independently. This is how the program scales beyond what we can physically deliver.
06
Youth & Club Sports Organizations
AAU programs, travel teams, and club sports organizations already charge parents premium for every competitive edge. OTL fits directly into that market — no school district approval required, faster to close, and parents are already spending.
07
Curriculum Licensing to Universities
Sports management and athletic administration programs at universities could license OTL as formal coursework. A royalty-based model that generates income without anyone having to be in the room.
08
Keynote & Speaking Fees
Every program that runs builds credibility. That credibility converts into paid speaking at athletic conferences, coach summits, booster events, and college athletic department meetings. Each appearance is also a direct sales channel for every other revenue stream.
Now That's Red Bull Branding Everywhere.
Red Bull's name in school districts, locker rooms, college campuses, athletic conferences, and on university syllabi. Red Bull being mentioned in rooms no energy drink has ever been invited into.
The Full Body of Work
Six Documents.
One Vision.
Everything Red Bull Needs.
Campaigns, commercials, athlete pitches, football concepts, a development program, and a direct letter. All of it created from the outside — without access to Red Bull's roster, resources, or creative ecosystem. This is what goes on the inside.
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60-Second Commercial Script
Inside The Lines.
Outside The Lines.
Outside The Lines.
A fully written, time-coded 60-second commercial script. Five sports. Five athletes. Red Bull gear on every one. They cross into their sport, then walk out. The world inside the lines made sense. Outside it, nobody gave them a playbook. Until now.
- Opens on Red Bull cleats crossing the white line — every sport
- The beat drops at 0:23 — athletes stop, turn, walk off
- Donald Gibson hands out OTL playbooks in real environments
- Closes: "Red Bull gives you the wings to fly outside the lines."
60-Second Commercial Script
Devin Booker
× Outside The Lines
× Outside The Lines
A fully written, time-coded 60-second Red Bull commercial written for Devin Booker — substitutable for any Red Bull athlete. Booker walks into a classroom, writes "Playbook…for life outside the lines" on the board, and the Red Bull can becomes the through-line of every growth moment.
- Opens: crack of a Red Bull can in an empty school hallway
- Red Bull threaded through every scene — court, locker, office, gym
- Closes: "Red Bull gives you wings… to fly outside the lines."
- Athlete can be substituted — built to work with any Red Bull roster name
Content & Activation Concepts
Red Bull Football
Campaign Concepts
Campaign Concepts
Six original Red Bull football content and activation concepts designed to make Red Bull's "gives you wings" identity literal, visual, and athletic. Built for social content, live activations, and athlete challenge series.
- Red Bull Reaction Gauntlet — chaos meets precision under pressure
- Wingspan Challenge — make "wings" literal with elite catch radius testing
- QB Target Tower — accuracy as spectacle with moving winged targets
- POV Helmet Cam — first-person QB and WR experience for immersive content
Athlete Campaign Pitch
Trinidad Chambliss
× Red Bull
× Red Bull
A full strategic campaign pitch positioning Trinidad Chambliss as a Red Bull athlete. Built around a cinematic three-part storytelling system with a master campaign line scalable across every Red Bull sport and athlete.
- Master line: "Some People Run From Pressure. Others Fly Through It."
- Campaign 1: "The Run" — bulls charging across a dust field as metaphor
- Scalable beyond Trinidad — BMX, snowboard, soccer, racing, gaming
- Built around his SEC journey, NCAA battle, and Georgia playoff moment
Direct Outreach
Cover Letter
to Red Bull
to Red Bull
A direct letter to the Red Bull Athlete Marketing team from Donald Gibson — making the case for why he is uniquely built for this role and what he's already created from the outside without access to Red Bull's internal ecosystem, roster, or resources.
- "This is what I've built from the outside. Imagine what I build on the inside."
- Background: athlete development, TV writing, brand storytelling, coaching
- Creator of Outside The Lines and founder of Missing The Pieces
- Not applying for a position — handing Red Bull a flight plan
Partnership Deck
Fly Outside
The Lines
The Lines
14 slides covering the full campaign vision — the problem, the opportunity, the flight path from signed athlete to icon, the content engine, and the ask. Includes the 3-phase runway from regional pilot to international expansion.
- 70% of elite athletes face identity crisis when sport ends
- The Flight Path: Sign → Fly → Define → Brand → Soar
- The Content Engine: every week of OTL produces a story
- Phase A → B → C: regional pilots to no ceiling
Red Bull Gives
the Wings.
Let's Show Them How to Fly
Outside The Lines.
Three asks. One vision. The pilot, the campaign, and the partnership that makes Red Bull the first brand in history to show athletes not just how to fly — but where.
Red Bull Gives You Wings to Fly Outside The Lines
Missing The Pieces · Donald Gibson · Outside The Lines × Red Bull