Energy drink giant Red Bull continues its investment in the sport of fitness by adding Luka Ðukić, the 2024 Dubai Fitness Championship winner, to its expanding roster of athletes.
- Ðukić joins 2023’s Fittest on Earth, Laura Horvath, and Games athletes Noah Ohlsen and Jonne Koski.
The news arrives just before the World Fitness Project (WFP) season begins, which is Ðukić’s primary focus this year.
Red Bull has played a significant role in Ðukić’s preparation for WFP Tour Event I in Indianapolis this weekend. As he explained, their support has alleviated much of his burden and allowed him to stay focused on training, improving, and preparing.
Additionally, it provides a tremendous confidence boost for the Serbian athlete to be backed by a brand with such a legacy, believing in him and his success.
- “This season, my goal is to level back up to where I’ve been in previous years, competing toe-to-toe with the best in the world,” Ðukić told Morning Chalk Up. “I want to perform and execute well at all three World Fitness Project events so that my overall ranking reflects the work I’ve put in at the end of the year.”
Why the Partnership Matters
The scope of a brand like Red Bull can be hard to grasp; its products are available in 175 countries, and over 12 billion cans were consumed in 2024 alone. On their main Instagram account (they have multiple), they boast 27 million followers.
As the CrossFit community rolls through a 2025 season filled with changes and uncertainties, a non-endemic CrossFit brand of this size investing in competitive fitness and its athletes is encouraging.
While their roster is expanding, only a handful of competitive fitness athletes officially represent the brand. Each individual is carefully chosen, given their “wiings,” and their coveted baseball hats.
- “Not many athletes in the world get the chance to become Red Bull athletes, so to be one of them is a massive privilege. It’s something I take very seriously, pushing me to raise the standard every day,” Ðukić said.
A Perfect Pair
Red Bull and Ðukić are a solid match. Ðukić embodies heart, drive, and grit – attributes that resonate with many fellow Red Bull athletes, the events Red Bull supports, and the brand itself.
Ðukić agrees:
- “Red Bull represents passion, intensity, and a relentless drive to be the best, and that’s exactly how I live and train,” he said, “I give everything I have to this sport, day in and day out, and I’m always chasing growth. Red Bull supports athletes who are all in, who aren’t afraid of the hard road, and that’s why this partnership feels right.”
Looking Ahead
With the WFP Tour Event just days away, Ðukić feels both confident and excited. He explained that everything is coming together at the right time as they head into this weekend, and he’s ready for redemption after the TYR Wodapalooza in January.
- “I felt really ready and fit in Dubai, and the performance there showed that. But afterward, my body just started to fall apart a bit. The turnaround to compete at Wodapalooza in Miami was shorter than I expected, and getting sick twice during that stretch made it impossible to show up in the shape I wanted.
After that, he took some time to reset physically and mentally.
- “I regrouped, looked at what needed to change, and over the last three months, I’ve pushed harder than ever to fix my weaknesses and raise my overall level. Now I feel like I’m back where I need to be, and I’m ready to prove it when the season kicks off,” Ðukić says.
The WFP events will take place over the upcoming months, with Tour Event I this weekend in Indianapolis, IN, Tour Event II in August in Phoenix, AZ, and the final in December in Copenhagen, Denmark.
In addition to these three events, Ðukić looks to defend his title at the 2025 Dubai Fitness Championship this winter and win the 2025 Belgrade Games, his “home turf competition.”
- “At the same time, I’m continuing to improve every area of my fitness. I believe I’m entering my prime years and want to make the most out of them,” Ðukić says.
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Featured Image: Red Bull
