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After essentially creating the market for energy drinks with the invention of Red Bull in 1987, Mateschitz and cofounder Thai businessman Chaleo Yoovidhya came up with unique ways to promote the brand, like buying a Formula One racing team and partnering with Austrian skydiver Felix Baumgartner to do a 120,000-foot jump in 2012. According to Forbes, more than six billion cans of Red Bull were sold in 2016.
