Doping is the biggest problem facing professional sport, yet so far Red Bull hasn’t joined the fight to end the practice. Why should it? Its own product may not be on any list of banned substances, but it purports to “give you wings,” give you a boost. That’s what it’s all about. A new sort of athlete is emerging. You could call it “Generation Red Bull.” In an ideal world you would end up with someone like Sebastian Vettel; a friendly version of this species of passionate, ruthless, rather narcissistic sportsmen and -women. Red Bull athletes are egotistical and daring.