It’s all still so weird.. we aren’t really any closer to knowing where the money came from. Storey is excellent at drawing attention to himself and his brand but it all meant nothing when you can’t actually buy it anywhere. With a little more effort on the product side of things he might have been able to keep the show going a bit longer, but maybe that was never really the aim..
Without billions, I doubt you can start a brand that will challenge Red Bull. Even just to grab a small slice of the market would be way beyond what someone like Storey could conjure up. He could have built a small, moderately profitable brand, but that was clearly not the aim.