Image Credit: The world’s largest skate ramp installed by Red Bull and Prada in Porto Alegre, Brazil. (Red Bull / Dezeen, 2025).
The Strength of Experience in Brand Strategy
In an era when people are bombarded with digital content, events like this make somethingpriceless: a genuine connection. They blend emotion with engagement, allowing people to feelthe brand rather than just seeing it. Red Bull has been doing this for years, from the Red BullFlugtag and Air Race to extreme sports documentaries and esports championships. The brand’s motto, “Gives You Wings,” is more than just a slogan for an energy drink; it’s a mindset that encourages people to push the limits of their capabilities and creativity.
Prada, on the other hand, has been making modern luxury experiences for a long time. Prada combines art, fashion, and urban culture into immersive events that show off modern style. These events include pop-up cultural clubs, such as Prada Mode, and art shows at Fondazione Prada, as well as partnerships with Adidas and A$AP Rocky. The two working together is more than just a marketing move; it’s a sign of how different industries are coming together to reach new audiences who value creativity over conformity.
When brands become part of culture
The strongest brands today don’t just sell things; they create worlds. Louis Vuitton combinesfashion and sports through its partnerships with the America’s Cup and the NBA. Gucci Vault, onthe other hand, collects art, NFTs, and other collectibles. From the snowstorm set in Paris to its dystopian “mud show,” Balenciaga makes runways into theatrical statements.
Nike and Tiffany & Co. collaborated to integrate sports with jewellery design. Adidas and Monclercombine function with high fashion. Jacquemus brings poetry to events, such as its lavender-field runway or the famous “Le Chiquito” installations throughout Paris.
These brands recognize that in the age of social media, memories are highly valued. Every event becomes a piece of culture that can be shared, a visual and emotional experience that spreads across digital platforms and strengthens the brand’s story.
A Meeting of Two Worlds: Red Bull and Prada
The Red Bull x Prada skate ramp is more than an architectural spectacle; it serves as a metaphor for risk, innovation, and reinvention. The partnership aligns perfectly with Prada’s evolving identity under Miuccia Prada and Raf Simons, who have incorporated streetwear, youth culture, and sustainability into their designs. Red Bull’s involvement, on the other hand, solidifies its position as a lifestyle brand that goes beyond drinks. It’s a place where fashion meets flight, a celebration of movement, daring, and design.
Fashion has been a part of extreme sports for some time. Dior collaborated with Jordan Brand,Louis Vuitton created surfboards and skateboards, and Off-White founder Virgil Abloh statedthat street culture is a form of fine art. Red Bull and Prada’s ramp is the latest chapter in this ongoing evolution, where creativity knows no boundaries.
Event Marketing as the Future of Fashion Communication
Fashion houses are realising that storytelling through events builds deeper engagement than traditional campaigns. Experiential marketing transforms passive observers into active participants.
Chanel’s traveling exhibition “Le Grand Numéro de Chanel,” Hermès’ Fit pop-up gyms, andGucci Cosmos, a museum-style experience that engages all five senses, are recent examples.These events don’t just sell fashion; they celebrate identity, heritage, and imagination. Collaborations with non-fashion entities, such as Red Bull, push the limits even further, positioning fashion as part of global culture rather than an exclusive realm. Fashion is what lives, breathes, and inspires action.
Shaping Global Thinkers at Raffles
At Raffles, our Fashion Marketing and Management and Fashion Design programs prepare students to think beyond the runway, into experiences that move people. Students explorebranding, events, visual storytelling, and cross-industry collaborations while engaging in realprojects across Raffles campuses worldwide. Whether it’s creating a fashion show, developing a campaign, or curating an exhibition, students experience firsthand how creativity connects business, culture, and emotion, precisely the kind of mindset that drives partnerships like those between Red Bull and Prada.
Arman POUREISA
Marketing Manager
References
Dezeen. (2025). World’s largest skate ramp unveiled by Red Bull and Prada in Brazil.https://www.dezeen.com/2025/10/04/worlds-largest-skate-ramp-this-week/
Red Bull. (2025). The world’s largest skate ramp installed by Red Bull and Prada in Porto Alegre, Brazil [Photograph]. Dezeen. https://www.dezeen.com/2025/10/04/worlds-largest-skate-ramp-this-week/
Vogue Business. (2025). Why luxury brands are investing in experiential marketing.https://www.voguebusiness.com
WWD. (2025). The evolution of brand collaborations in fashion and sports.https://wwd.comForbes. (2025). How immersive experiences are reshaping the fashion industry.https://www.forbes.com
Harper’s Bazaar. (2025). When fashion meets performance: The rise of event-led storytelling.https://www.harpersbazaar.com
