Justin Timberlake is at it again, trying to revitalize a brand that is slowly becoming background noise in the market. This time, he is taking the post of Creative Director for the Callaway Golf Company to revitalize the Big Bertha RAZR line.
Ever since Tiger Woods stepped foot on the silky greens at Augusta more than ten years ago backed by a Nike endorsement, Callaway has been losing ground in the golf game. Less and less pros are playing exclusively with Callaway clubs and even less are using their golf ball. As I see it, Callaway has become more of an amateurs brand. There is nothing wrong with that but in a game where aspiration is key, you want to be and play with the best equipment. Justin has a difficult task ahead of him but from seeing his other ventures he has the will, desire and most importantly the talent to pull this off.
If he can make Callaway relevant again in the golf world while bringing back the much loathed MySpace, we should start referring to him as the Frank Sinatra of the 21st century.
As an avid golfer and a style junkie, I am very excited about this and just may be in the need for some new clubs in the next year. Those of you with your precious million dollar homes on the side of the fairway watch out, I will soon be back to break your windows and dent your front doors.
One last thing, JT should start his own advertising agency. I will be in need of a job come May 2012 and would gladly work for him.
