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Porsche Getting Into Kitesurfing at Red Bull King of the Air

Between November 18th and December 3rd, the Red Bull King of the Air kitesurfing competition will take place in Cape Town, South Africa. Porsche is sponsoring the event and two of the entrants.
Rita Arnaus and Porsche 6 photos
Photo: Via Porsche
Redbull King of the AirRedbull King of the AirPorsche KitesurfersPorsche KitesurfersPorsche Kitesurfers
The German sports car company isn't going in alone though, as they'll be partnering with kitesurfing brand Duotone. Porsche also announced that fans will be able to follow the partnership closely with a new update to the Duotone Academy mobile app.

Currently, the app features tutorials, gear, and other features beneficial to kitesurfers. In December, the app will host videos of Porsche Motorsport athletes and their coaches leading kitesurfing specific fitness exercises.

During the competition itself, Porsche will sponsor two specific athletes taking part. The first of the Porsche kitesurfers, Rita Arnaus, has been doing this for a decade, and most recently picked up a couple of second-place finishes in 2020. Liam Whaley is the other half of the pair and has competed at the Red Bull King of the Air event before. In 2018, he came in second before dropping to third in 2019.

Why has Porsche decided to take flight? Chief Marketing Officer (CMO) of Porsche AG, Robert Adler had this to say "Kitesurfing is all about athleticism, precision and pushing boundaries – which is why this sport is a perfect fit for Porsche...Kitesurfing is a high-performance sport."

"Competitors not only have to be highly fit and focused, they also need courage and the best equipment to constantly push their limits. At the same time, we see great potential in kitesurfing as a way to work with attractive brands and to appeal to new target groups.”

In addition to the Porsche athletes, a further 16 entrants are scheduled to compete. Between November 18th and December 3rd, the competition committee will determine the windest day and hold the event then.
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