Urban Cliff Divers Plunge 90 Feet Into Boston Harbor (PHOTOS)

When there's a person perched high on the ledge of a city building, normally, it's not okay to encourage that individual to jump. But in Boston on Saturday cheering for someone to take a 90-foot plunge into the harbor was in good taste for an urban cliff-diving event.

Using the eight-story tall Institute of Contemporary Art as their launching pad, 12 divers competed in the Red Bull Cliff Diving World Series, a competition that included events in Mexico, Chile, and Greece, The Boston Herald said.

It took three seconds for competitors to make splashdown and they traveled at speeds up to 60 mph, Reuters reported.

Four-time Olympic medalist Greg Louganis, who judged the event, told CBS News that the divers leapt from heights about three times higher than what he did during his career.

"It's pretty hairy," he told the TV station.

The makers of Red Bull, the highly caffeinated sweetened beverage, have used extreme sports as a way to market their energy drink. They've promoted a downhill ice-skating race and an obstacle-course air race.

CHECK OUT THE BREATH-TAKING JUMPERS: