Sue Unerman, chief strategy officer, MediaCom

Why I like this

Parkour is a street sport for athletes and a brilliant spectacle. It involves moving through an urban environment with speed and grace. If you saw Casino Royale, then you watched a beautiful episode of parkour during the opening shots. Here, Red Bull shows a parkour run through Mardin in Turkey.

Wish I’d thought of

Parkour is not just about physical prowess. It is also a philosophy about overcoming obstacles with artistry and grace.

Ryan Doyle, the Red Bull parkour ambassador, shares his thoughts on his art. He says: "The way I prepare my brain before I do something… I have to pretend that I have already done it ten times so that when it comes to doing the jump, it’s like I have already done it – I’m safe."

Surely this is a great philosophy for approaching anything difficult – from a new-business pitch to a difficult conversation, or any step outside your comfort zone. Red Bull has communicated not just a physical excellence here, but also a general way of living well. Doyle ends: "I can do parkour for the rest of my life without even moving… just efficient thinking."

This article was first published on Campaign YouTube

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