Callaway Golf released a 10-minute docu-style short film called Golf Lives, which followed American rapper Scarface (Brad Jordan) through his iconic career in the music space and hobby of teeing off.
The collaboration was first reported in mid-August 2017; Callaway kept the video under wraps until now, without any teases.
It’s an interesting move to say the least, as sports like basketball and football have in the past been more tied to rap culture. Just this weekend Dallas Cowboy players Dak Prescott and Ezekiel Elliot were filmed celebrating another win with rap extraordinaire Snoop Dogg. However, a view from the perspective of this Houston, TX rapper could provide a much-needed shakeup for the “grandpa” sport. Could Callaway be banking on a new consumer crowd?
“Golf Lives is about showcasing the broad appeal of golf through total immersion into the Callaway world of product and performance,” said Harry Arnett, SVP of marketing and brand management, Callaway Golf Company. “Brad Jordan was an excellent fit for this given his status as one of the most influential MCs of all time, and that he is also a complete golf fanatic.”
And it’s a smart enlistment. Scarface is a forefather of rap and offers more street cred and authenticity than a recording artist of the moment with a couple quick hits. Scarface has been integral to the rap industry for three decades, throughout which he’s collaborated with Tupac, Jay-Z and Nas, and influenced many of the great modern MCs.
The Golf Lives film started with a desire to showcase the company’s world of product performance and innovation through the eyes of “an unexpected character,” said the company.
“With his intense devotion to the sport, Brad Jordan is a perfect golfer to help share Callaway’s story with the world. Throughout the film, viewers see him in his natural habitat, the studio, working on his 12th solo record. We are then introduced to Brad’s love for golf as he visits Callaway for a custom club fitting, a tour of the R&D lab, and a guest appearance on Callaway Live,” said the brand.
In the last act of the film, viewers meet Jordan back in his hometown, Houston, TX, to witness the unboxing of his custom clubs and a return to his home course where he puts them to use.
Photo and video courtesy Callaway Golf
