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Timberlake bringing 'SexyBack' to Callaway

Justin Timberlake
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SINGAPORE - FEBRUARY 25: Angela Stanford of the USA during the first round of the HSBC Women's Champions at the Tanah Merah Country Club on February 25, 2010 in Singapore. (Photo by Ross Kinnaird/Getty Images)  - 

Justin Timberlake has brought sexy back. Callaway Golf now hopes he can help bring customers back. 

The clubmaker announced Thursday that it had developed an 'advanced, creative position' for the Emmy and Grammy winning singer and actor. Timberlake is now the brand’s creative director, having been its only amateur staff player since 2008.

“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 in a release. 

“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.”

The former ‘N Sync member is charged with the development and execution of high-level marketing concepts for the company. His influence has been immediate, with his vision guiding the filming of a new spot for the company in Las Vegas.

Timberlake joined staff members Phil Mickelson and Alvaro Quiros in blasting drives with the company's new RAZR Fit adjustable driver over the fountains fronting the Bellagio hotel and casino on the Strip.

The performer also has another Vegas golf connection, attaching his name to the PGA Tour's Fall Series event in Sin City.