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Callaway spotlights inclusivity and diversity in golf in latest series

Callaway Golf has turned the camera on three very distinct courses in its latest ‘Golf Lives’ series, aiming to prove that golf isn’t just reserved for country clubs and elites.

The second iteration of the documentary series celebrating untold stories of the sport highlights a spirit of inclusivity. Developed by Callaway, agency the Kimba Group and produced by Vice Media, ‘Golf Lives’ gets to the heart of its subjects’ passion for the game and the courses they call home.

The three-episode second season, titled ‘Home Course,’ profiles three public courses across the United States – Wild Horse in Gothenberg, Nebraska, Edgefield in Portland, Oregon and the historic Langston Golf Course in Washington, DC.

Established in 1939, Langston Golf Course was one of the first racially de-segregated courses in the country. In the Langston episode, we are shown that golf is not only a connector of individuals but of generations.

In the Edgefield version, we see the unique nature of this pitch-and-putt course: the fact that it is a relaxed place where everyone is welcome to play and then take in a beer or house-distilled spirit on the grounds of this funky-cool resort on the former home of the Multnomah Poor Farm.

In 1997, the locals and farmers living in the tight-knit town of Gothenburg, Nebraska decided to build a golf course. A bank loan, a couple of tractors, and a whole lotta sweat equity later, their prairieland masterpiece is now considered one of the best in the country. Wild Horse is the soul of the community.

Rebecca Rosoff, co-founder of the Kimba Group, stated: “Callaway’s SVP of Marketing, Harry Arnett’s commitment to inclusivity and accessibility trickles down through the organization and inspires Callaway’s creative partners to bring new stories to the table. The whole team is focused on making golf both accessible and enticing to people of all skill levels and backgrounds.”

The concept of ‘Golf Lives’ was born from the need to tell new stories in golf. “As marketers, we’re constantly asking ourselves how we can establish a ‘home team’ feel in such a solitary sport,” said Michael Chiavetta, co-founder of the Kimba Group.

Three years ago, that question led to the agency’s selection of master storytellers Vice Media, to help tell Callaway Tour Pro stories. Over the following year, the team produced profile pieces for Michelle Wie, Henrik Stenson, Kevin Kisner, and many others.

In 2016, inspired by this filmmaking approach, Callaway decided to turn the camera on themselves. Callaway Golf’s chief marketing officer, Harry Arnett, noted: “We wanted to invite viewers into our world to share with them our passion for the sport, for perfecting our products, and for the innovative technology that helps players get better, faster.”

Golf Lives first season, released in 2017, used a similar three-episode storytelling arc following two Houston, TX natives – legendary rapper Scarface as well as former NFL-pro Arian Foster. The first two episodes were profile pieces and the third saw Arian and Scarface play a round together at Scarface’s home course in Houston.

See the films by clicking on the Creative Works box below.

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