ORLANDO, Fla. — He’s the No. 1 player in the world and it’s not even close.
He is a two-time major winner and won nine tournaments last year, including the Masters, Players Championship, Arnold Palmer Invitational, Fed-Ex Cup and Olympic gold.
He won more than $62 million on the course and broke the PGA Tour record for winnings in a season.
He dominates golf courses in a way they haven’t been dominated since Tiger Woods in his prime.
But I’m here to tell you today that the best thing that ever happened to Scottie Scheffler was getting arrested, handcuffed and taken to jail last year during the PGA Championship.
When I presented my particular hypothesis to Scheffler himself during a Zoom interview with Orlando-area writers and broadcasters earlier this week at the Arnold Palmer Invitational Media Day, Scheffler and some of my media colleagues gave me a slightly perplexed look.
“I’ve never been one to worry about building my brand,” Scheffler said. “I’m just living my life. I didn’t really watch a lot of what was happening in the media (during the arrest), although I heard Twitter had a pretty fun day that day, but overall the The opinions I value most are those of the people closest to me. In my opinion.”
Fair enough. His response reflects the kind of down-to-earth man Scheffler is, but I stand by my principle. You see, brands and reputations are not built by the people around you; they are constructed by the millions of people who watch television and interact on social media.
Before his arrest last season, Scheffler was seen as a brilliant but bland golfer. Yes, he was dominant on the course, combining consistency, precision and imperturbable mental game. But off the course, he had an unforgettable personality in a sport that aspires to larger-than-life characters such as Tiger and Arnie.
Then came the bizarre and surreal morning of the 2024 PGA Championship in Louisville when the responses of some apparently overzealous Louisville police officers ended with Scheffler’s arrest and imprisonment as a stunned crowd looked on. Photos of Scheffler in handcuffs, followed by his mugshot in an orange jumpsuit, were spread all over the Internet.
Scheffler was initially charged with a felony for attacking a police officer with his vehicle, as well as three misdemeanors. The arresting officer, Detective Bryan Gillis, was at the gate of Valhalla Golf Course, directing traffic after a pedestrian was killed, when he encountered Scheffler, who was trying to get around the traffic jam and enter the course while several other PGA marked vehicles were ordered to do so. done by other police officers on the scene.
Ultimately, all charges against Scheffler were dropped and the incident was deemed a huge misunderstanding in the middle of a chaotic traffic jam. But subsequently, Scheffler became something of a folk hero. Late-night talk show hosts mocked the ordeal. Funny videos have appeared on TikTok. Memes and hashtags have filled social media platforms. Golf fans started shouting “Free Scottie!” » during tournaments.
In fact, the story transcended golf and renewed debates about overly aggressive policing. Hey, if this could happen to a privileged white golfer; It can happen to anyone.
The arrest could have tarnished his reputation, but instead it transformed Scheffler’s public image. It showed a certain vulnerability and humanized a man who was previously seen as an unsmiling, flawless golfing robot. It also revealed Scheffler as a man who handled an absurd and chaotic situation with grace and dignity.
In a statement after the charges were dropped, Scheffler said, “I have no ill will toward Officer Gillis. I want to put this incident behind me and move on, and I hope he does the same. Police officers have a difficult job and I hold them in high esteem.
The arrest in Louisville might have been a footnote in Scheffler’s career, but I argue that it was a turning point. Off the course – and maybe even on it. The only weakness in his impeccable game has always been putting, but he improved immensely on the greens last season. Was it because he started using a different putter or was it because of what happened in Louisville? When you’re arrested, handcuffed, and taken to jail with the world watching, maybe those 4-foot putts don’t seem so pressure-filled after all.
So there you go.
Now you know why I asked the question that got quizzical looks at API Media Day earlier this week.
Who would have thought that being arrested could actually boost the career of the world’s No. 1 golfer?
I don’t know about you, but I can’t wait to see Scottie Scheffler tee off at The Arnie in six weeks.
Not only because he is a remarkable golfer, but also because he is now a much more approachable person.