Callaway Golf Swings Big With Happy Gilmore 2

The Callaway Golf comms team has been quietly working behind the scenes on one of the brand’s biggest cultural plays of 2025: the launch of a redesigned putter for Happy Gilmore 2. With the film becoming the most-streamed premiere in Netflix history, Callaway knew it had a moment—and asked us to go all out. The result? Over 2 billion impressions in just two weeks, making it one of the most impactful media moments in the brand’s history. Even more impressive, the limited-edition putter sold out its initial 10,000 units in two hours, prompting Adam Sandler himself to request another 5,000, which then sold out in under an hour. What began as an $8M sales forecast is now pacing to exceed $15M.

The media coverage was just as impressive. From a deep-dive in The Wall Street Journal on the putter’s design, to Adweek spotlighting Callaway’s long-term brand strategy, to Front Office Sports celebrating the LTO’s financial success, we made strategic bets that paid off. One highlight: convincing a hesitant client to go with collector outlet CLLCT, which became a launch-day catalyst. The momentum carried into major placements across NY Times, Rolling Stone, Forbes, USA Today, and more.

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