The global team of athletes sponsored by Monster Energy, the caffeinated-beverage company, is a roster of super bros. Conor McGregor, of Ireland, is a densely tattooed mixed-martial-arts champion who trained in Tae Kwon Do, karate, capoeira, and kickboxing while working as a plumber, prior to turning pro in M.M.A. Tom Schaar, of Malibu, became, at the age of twelve, the first person to land a 1080-degree airborne rotation on a skateboard, and was the youngest-ever gold medalist at the X Games, ESPN’s annual extreme-sports competition. And Josh Brookes, an Australian motorbike racer, whose job Monster describes as “ripping through the tarmac at 150 mph,” spends his downtime wakeboarding, snowboarding, and jet skiing. To convey the idea that
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The researchers sought to trace a cascade effect leading from beliefs about manliness and the efficacy of energy drinks, to the consumption of those beverages, to potentially harmful sleep disturbance. They found that the more a man bought into masculine ideals, the more he believed that energy drinks made him manly—and the more he drank them, the more his sleep was troubled. (The F.D.A. doesn’t require that quantities of caffeine be listed on labels, but a Consumer Reports story from 2012 found that energy drinks and shots contain between six and two hundred and forty-two milligrams per serving. Health experts tend to regard four hundred milligrams per day as safe for most adults, and no more than a hundred milligrams as safe for …show more content…
Darren Seifer, an analyst at the market-research firm N.P.D. Group, told me that when energy drinks entered the highly segmented U.S. non-alcoholic-beverage market, in the nineteen-nineties, they needed to find a niche. “There were already behemoths—soft drinks that had vast mass appeal and then their line extensions, like diet versions, which attracted specific consumers,” he said. So, companies like Red Bull and Monster tried to set themselves apart by appealing to the emotions of an impressionable demographic. “Energy drinks needed to establish a base with a particular group and then expand from there,” Seifer said. “So the message was, ‘Hey young guys, put down those soft drinks, you want this.’
The researchers sought to trace a cascade effect leading from beliefs about manliness and the efficacy of energy drinks, to the consumption of those beverages, to potentially harmful sleep disturbance. They found that the more a man bought into masculine ideals, the more he believed that energy drinks made him manly—and the more he drank them, the more his sleep was troubled. (The F.D.A. doesn’t require that quantities of caffeine be listed on labels, but a Consumer Reports story from 2012 found that energy drinks and shots contain between six and two hundred and forty-two milligrams per serving. Health experts tend to regard four hundred milligrams per day as safe for most adults, and no more than a hundred milligrams as safe for …show more content…
Darren Seifer, an analyst at the market-research firm N.P.D. Group, told me that when energy drinks entered the highly segmented U.S. non-alcoholic-beverage market, in the nineteen-nineties, they needed to find a niche. “There were already behemoths—soft drinks that had vast mass appeal and then their line extensions, like diet versions, which attracted specific consumers,” he said. So, companies like Red Bull and Monster tried to set themselves apart by appealing to the emotions of an impressionable demographic. “Energy drinks needed to establish a base with a particular group and then expand from there,” Seifer said. “So the message was, ‘Hey young guys, put down those soft drinks, you want this.’