Felix Baumgartner

At precisely 12:08 local time high in the atmosphere above New Mexico, USA, a full 24 miles (128,000ft) above the Earth's surface, Austrian skydiver, base-jumper and daredevil extraordinaire Felix Baumgartner threw himself off the ledge of a capsule lifted to the edge of space by helium-balloon, and began to fall. 

Just before the jump, balanced precariously on a small step, Baumgartner composed himself, made a short address of humility, and saluted. Any accusations of melodrama are quickly invalidated by the extraordinary ambition and unprecedented personal danger of this feat. 

Baumgartner had previously announced that during this stunt he intended to break four world records: the highest manned balloon flight, the first human to break the sound barrier without the assistance of a vehicle, the highest skydive, and the longest duration free fall. 

Although the data collected during the project is awaiting independent verification before the records are confirmed, it is understood that at maximum velocity he was traveling at a speed of 834.4mph, and indisputably broke the sound barrier. His maximum altitude is also believed to be at the astonishing height of 24.261 miles.

The consequences of any mistake or equipment failure would have been catastrophic, and even the effects of breaking the sound barrier on the human body were uncertain. Baumgartner's own team identified 16 major risks that required particular attention if the mission was to succeed. They included: ultraviolet radiation, wind shear, landing impact, extreme temperatures, oxygen starvation, decompression sickness, entering an uncontrollable spin during the descent, "shock-shock interaction" (the effect of shock waves colliding in the air while passing through the sound barrier), and even fire aboard the capsule. The two greatest dangers, however, were a "breach" in Baumgartner's pressurised suit, and the accidental deployment of his parachute. 

Red Bull are undoubtedly the only company who would sponsor such a project, and although organisations such as NASA requested to be informed of all scientific data gathered, there was no question as to any actual involvement or association with something so dangerous.

Indeed, Red Bull's calculated risk of sponsorship is reported to be worth up to £100m to the brand. In fact, it has already been suggested that it may be the most successful marketing campaign of all all time - and was watched live in partnership with YouTube by a record 8 million online viewers. 

Some have lambasted the event as nothing more than a mere stunt, and not a true triumph of human endeavour or inspirational success despite all risks. I'm so far undecided, but you can watch the extraordinary footage and decide for yourself.