Justin Timberlake has been hired as Callaway Golf Co.’s creative director in an effort to make golf more appealing to a younger audience, the Wall Street Journal reported.
“We wanted to make a statement that was more rock ‘n’ roll,” Timberlake told WSJ.
Callaway is going to release a new marketing campaign designed by Timberlake this weekend. The campaign coincides with this weekend’s Farmers Insurance Open.
The new ads show golf pros Phil Mickelson, Annika Sorenstam, and Alvaro Quiros using Callaway gear to perform amazing shots like hitting golf balls over the Bellagio fountain in Las Vegas.
“Being hip and contemporary has to be part of the marking plan,” said Jeff Colton, Callaway’s senior vice president of global brand and product.
Callaway is using this new ad campaign to attract younger customers. The campaign is a response to the surge of younger players competing in the PGA tour, such as Rory McIlroy, the 22-year-old who won last year’s U.S. Open.
Timberlake said that he hoped the new campaign would give Callaway a “nice injection of kickassery.”