Charlie Kautz

Begin Anywhere

Charlie Kautz

#REDFORE16: 2012 Olympics Stunt

Pro golfers and adidas athletes Dustin Johnson and Sergio Garcia are joined by former adidas CEO Herbert Hainer and former TaylorMade Golf CEO Mark King on stage at the adidas Golf “Red Fore 16” stunt event in London, England, five days before the start of the 2012 Olympics.

A screen capture of a tweet that I authored with realtime photography from our adidas Golf Olympics event in London, England, just days ahead of the 2012 Olympics. As part of this marketing stunt activation, I managed all social ad digital marketing coverage globally on behalf of the adidas brand.

The hashtag we used for the adidas Golf stunt on twitter was #RedFore16, playing on both golf language and a nod to the game’s return to the Olympics in 2016. Further, we also highlighted red as the adidas brand made 41 different footwear styles in the color red for the 2012 Olympic Games in London, England.

In 2012, to help celebrate the announcement that golf would be returning to the Olympic Games, I helped the adidas Golf brand activate a marketing stunt in the UK with professional golfers and adidas-sponsored athletes, Dustin Johnson and Sergio Garcia, five days before the start of the Olympics in London, England. Partnering with our global marketing agency for EMEA, M&C SAATCHI (, adidas Golf created a PR stunt in which Johnson and Garcia would hit balls in the shadow of the iconic tower bridge to a floating green underneath the backdrop of the Olympic rings.

As part of the event activation, I managed all global social and digital marketing including the concept for an event hashtag (#REDFORE16), which played on traditional golf language and emphasized our celebration of golf’s return to the Olympics in 2016. Further, the highlight of the red color — you can see in the images the athletes are wearing red golf shoes — was important as every adidas athlete who competed in the London Olympics was given a pair of red shoes as part of adidas' global brand activation for the event.

The event garnered global coverage on CNN and BBC World News and our digital + social activation allowed golfers to follow the stunt live and in realtime in anticipation of buildup for the 2012 Olympic Games.

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