The Mythology of Red Bull
The beverage company manufactures history.
A man falls from a great height and makes six billion dollars.
How did he do it?
It sounds like the start of a riddle, some fiddly enigma unlocked by the semantic reappraisal of a word, a letter, a sound. But this is no trap door or trick mirror. That's precisely what happened.
On October 12, 2012, Austrian skydiver Felix Baumgartner rose 24 miles into …