A terribly interesting story in a recent Businessweek was "GoPro Goes Big as a Hybrid Media Company/Videocam Maker" by Bill Gifford and it brought to mind past writing on another company that's built a huge business based on the lifestyle around their product, just as much if not more so than around the product itself.
"Red Bull's Billionaire Maniac" was written by Duff McDonald for Businessweek in 2011 and then there was a Teressa Iezzi feature on the company at #29 on the 2012 Most Innovative Companies list by Fast Company Magazine.
Really interesting on both companies and the approach they've taken towards becoming fairly iconic brands.
