Something on my radar: Five Ten and their “Brand of the Brave.”

By now, many of you have seen this:

It’s damn cool and worthy of a few “Holy Cows.” So, as I watched the video that started with Danny Macaskill paddling to his destination with an evident Red Bull helmet on his head, I thought: This is Red Bull’s new series and I’m going to write something about it.

But this isn’t Red Bull’s new series.

This is Five Ten’s series.

And I have no idea who Five Ten are.

I had a preconceived notion about this up until I found out it wasn’t created by the brand I thought — by the brand I assumed. Now I need a better conceived notion.

More to come.