After 112 years, golf returned as an Olympic sport at the 2016 Summer Games in Rio de Janeiro, Brazil. We worked with our client, Bladerunner Farms, for four years as he planned for the Games and aided in the construction of the golf course built especially for golf’s return to the Olympics. He developed a low water use, environmentally friendly grass that was selected for use on the fairways, tees and roughs of the Olympic Golf Course. Our job was to change the conversation away from all of the negativity the worldwide media was focused on regarding the crime in Brazil and tell a different story, a positive one. We had an environmentally friendly story to tell—one that would help the Olympic Committee fulfill its goal of hosting a Sustainable Games, which was part of its mission. Our client’s product, Zeon Zoysia grass, grew in on the golf course with low quality water, very little fertilizer and no chemical herbicides—meaning all weeds on the more than 100-acre site were pulled by hand. It was a huge story! We realized that most of the professional media covering the Olympics would be sportswriters, not grass experts. To steer the conversation to the grass and its environmentally beneficial attributes, we developed materials to first alert the media to the sustainability angle, and then educate them as to the science, benefits and even hurdles overcome to bring the golf course to green, vibrant life. It worked! Our client was on the cover of the New York Times Sunday Sports section, in Golf Digest, featured on NBC Sports and covered in the media all over the globe.