It seems Redbull manage to spot and engage with movements pretty quickly. They obviously sponsor a lot of mainstream sport, and also lots of the cooler extreme sports but they are also promoting maker culture, even themeing an Arduino called the Bullduino which forms the basis of the competition to make something interesting. This is a drinks company engaging in the future and on the cutting edge of what is happening in society.
The competition running out of the US is called RedBull Creation and even its home page has an interest twist with an very homebrew look to the windows it shows.
I think this points out that a lot more people are taking notice of maker culture in ways that are much more mainstream than anyone would have thought. It is a wave and one that collects up all the interesting technologies and social changes. Hardware and software creation and engineering, gaming, virtual world and 3d design and of course rapid fabrication with 3d printers.
It is maker culture that needs to be nurtured in schools now that ICT has been scrapped. This is because it encourages the STEM subjects and the new engineers but also blends that with other creative forces and ideas. Rather than split things into one subject or another, one hobby or another the generalist concept of Maker culture fits much better. It is filled with a can do, can hack attitude that is going to be really refreshing to see it develop.
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