No doubt the news of Osama bin Laden's demise shocked the world. However, closer to home and far more shocking, the news that VPX/Redline is fielding the most dramatic looking 100 Anniversary Indy 500 Race car  - paid in full with Redline? energy drinks - rocked the beverage world to its very core! In one of the most challenging economies of all times with companies creatively grasping for cost effective marketing formulas, how does a corporation finance something as frivolous and ostentatious as a race team to run the Indy 500? I mean seriously, the Indy 500? The most prized and coveted race in the world?

Most companies find challenges just shipping their products across town, never mind carting millions of dollars worth of high tech racing equipment to Indianapolis to potentially have their highly paid celebrity race car driver smash it all into the wall at 230 miles an hour – a statistically more likely scenario than winning. Not VPX/Redline. That's because they are not only confident in their team, but equally as important, they can spend something that's better than cash.

Team Redline Xtreme's entry into the 100th Anniversary of the Indianapolis 500 is the brainchild of a collaborative effort between James "Sulli" Sullivan and T.J. Humphreys, principals of SH Racing and Redline CEO/CSO, Jack Owoc. Nearly a year ago, the two approached Owoc, with the long-shot opportunity to partner with SH on running the largest spectacle in racing.

"A half-hour into our meeting we struck up a deep six figure Indy 500 marketing deal." Laughing loudly Owoc continued, "We didn't even kiss and found ourselves married as business partners!"

From his unique vantage point as the former owner of Lone Star Distribution, Humphreys witnessed thousands of cases of Redline leave his warehouses weekly on their way to retail destinations across the country. Sulli's experience in Action Sports made it easy for him to see the obvious value in the business-to-business alliance between VPX/Redline and Lone Star Distribution and the potential to leverage.

"Using Redline? and Redline? Xtreme as the currency to fund our Indy Car team was a no-brainer", explained Sulli, "I have worked with many brands and consumer products over the last decade, and no brand has been more widely applauded and enthusiastically received as Redline and Redline Xtreme. Redline's growing retail presence and popularity made it the perfect recession-proof currency for the long range funding of an Indy Car team.  The unshakable intrinsic value of Redline and Redline Xtreme make it the most stable currency upon which to fund the economy-sensitive, long range exorbitant expenses of racing in the Indy 500."

"When Sulli and T.J. approached me with the idea of developing an in-house Indy Car program, and fund the program with Redline as the currency I nearly tore a muscle in my face from the smile that immediately snapped from ear to ear," said Owoc. "Just like Gold and other precious metals hold their value when the economy is down, so does Redline performance and energy drink? In fact, the intrinsic value of Redline proved to be much stronger than the waning US dollar. In one of the most grim and depressed economies that Americans have ever experienced Redline was, and is still, being sold over the suggested retail price. This is in stark contrast to other energy drinks that have slashed their prices with "buy two (energy drinks) for $3.00" promotions just to keep product moving. Redline is the only product on planet Earth that still sells over the suggested retail price proving it is impervious to the worldwide depressed economy."

Using "gold standard" Redline energy drinks as inflation-proof currency enabled Owoc to strike the deal of the century with SH Racing and birth the first entry into this year's 100 Anniversary Indianapolis 500!

Owoc smiled stating, "Deciding to use the most stable currency in the country, Redline and Redline Xtreme, how could I say no to such a great American opportunity?" Further, I realized that there existed no better opportunity to pair the fastest sport in the world with the most effective performance-enhancing beverage on the planet. Add Indy Car 'max-velocity-phenom', Tomas Scheckter and 'authors of speed', KV Racing into the mix and you have a controlled explosive cocktail powerful enough to take home the Borg Warner trophy!"
 
Circle K partners and other retailers across the country and are taking notice of VPX's vigorous marketing campaign, featuring live Show Redline Xtreme Car stops and Team Redline Xtreme Race Models.

For more information on Team Redline Xtreme or how you can participate in this monumental race program, please contact TJ.humphreys@vpxsports.com.