Callaway Golf believes it has found the answer to becoming more “down with the kids” by appointing Hollywood superstar Justin Timberlake as its new Creative Director.
Three years ago, the multiple Emmy and Grammy Award-winning actor, musician and avid golfer became the first non-tour player to join Callaway’s team of Staff Professionals that includes Phil Mickelson, Ernie Els, Alvaro Quiros and icons such as Arnold Palmer.
And now the Carlsbad company believes the former N*Sync star is the man whose versatile talents will help it connect with the next generation of golfers.
The multi-year agreement was announced by Senior Vice-President of Global Brand and Product Jeff Colton.
“We have worked with Justin for more than three years now and have been thoroughly impressed with the level of quality he brings to everything he is involved with,” said Colton.
“Justin is an extremely gifted artist and an avid golfer with a deep passion for Callaway products. His creative energy will serve us well as we connect with the next generation of golfers.
“The opportunity to bring someone with his multifaceted talents into our creative matrix is very rare, and his input has already made an impact.”
Timberlake’s initial work as a Creative Director for Callaway will support the company’s 2012 RAZR line of premium golf equipment, including the recently introduced RAZR Fit driver.
“It’s always great when professional projects surround subjects that I am passionate about, and the sport of golf and my work with Callaway definitely fit that criteria,” said Timberlake. “I’m looking forward to bringing a fresh perspective to this category, focusing on the social aspects, fun and lifestyle associated with Callaway and playing golf.”
A passionate golfer, Timberlake’s rising status in the sport also includes annual hosting duties at the Justin Timberlake Shriners Hospitals for Children Open PGA Tour event in Las Vegas. Along with his parents, Timberlake owns and operates Mirimichi, a world-class championship golf course and learning facility located near his hometown of Memphis, Tennessee.