This video is all about a guy who is a world class game changer. He fits all the criteria of a great challenger brand. His name is Jeb Corliss and his thing is flying without wings. In this video he leaps out of a chopper and flies through a 100ft hole in the side of a mountain in just a wing suit. In a previous film, he flies just 6ft above the ground narrowly missing a cameraman. Bonkers!

Jeb has to be the human equivalent of the ultimate challenger brand. He refuses to accept traditional wisdom that man was not designed to fly, he constantly evolves his product to keep his consumers engaged and is willing to take calculated but significant risks in order to achieve his goals. He really covers all three of the challenger pots very nicely – he has got his brilliant basics sorted with lots of compelling differences and is a massive game changer. Let’s just hope he manages to keep it up!