Red Bull Targets 'Quitter's Day' with Strava Challenge and NSF-Certified Zero Sugar Push

Red Bull is launching a strategic digital activation designed to combat the phenomenon known as "Quitter's Day" (9 January), the date by which most New Year's resolutions historically fail.

The energy drink giant has unveiled Red Bull Zero Missed Workouts, a fitness challenge hosted on the Strava platform. Running from 9 January through 6 February, the initiative gamifies habit formation over a 28-day period, incentivising users to maintain their fitness regimes through tiered rewards.

Challenge Mechanics and Rewards Structure

The campaign invites participants to log any fitness activity via the Strava app. To drive retention throughout the month, Red Bull has structured a tiered reward system based on consistency frequency:

7 Days Logged: Participants become eligible to claim a can of Red Bull Zero.
14 Days Logged: Users unlock exclusive motivational content featuring a Red Bull athlete.
21 Days Logged: High-frequency users gain entry into a sweepstakes for the chance to participate in a HYROX race of their choice.

The campaign serves as a vehicle to promote Red Bull Zero, the brand's zero-sugar variant sweetened with monk fruit extract.

Coinciding with the fitness challenge, the brand has highlighted a significant compliance milestone: the 8.4 fl oz Red Bull Zero is now NSF Certified for Sport®. This certification verifies that the product is free from over 290 substances banned by major athletic organisations, positioning the SKU as a safe option for competitive athletes and performance-focused consumers.

The challenge is free to enter with no purchase necessary, leveraging the "freemium" model often used in digital fitness integrations to drive brand affinity and product trial.