Step Number One: Don’t Steal Signed Hats from Children
It sounds like the opening line of a satire, but at the 2025 US Open, this became the very real headline. When Polish tennis star Kamil Majchrzak tossed a signed cap toward a young fan, the moment should have been heartwarming. Instead, it went viral for all the wrong reasons.
Piotr Szczerek, the CEO of Polish paving company Drogbruk, was caught on camera snatching the hat before the child could take it and stashing it in his wife’s bag (The Times). The stunned youngster’s cry—“What are you doing?”—echoed across the internet, and within hours, Szczerek was branded one of the “most hated men online” (India Times).
A PR Disaster in Real Time
The clip exploded on social media. Drogbruk’s name was dragged into memes, hashtags, and headlines. Online review platforms were flooded with scathing comments, tanking the company’s rating to a shocking 1.4 stars on sites like Gowork (Economic Times).
Worse, Szczerek’s alleged defense only deepened the outrage. A viral post attributed to him read: “Yes, I took it. Yes, I did it quickly. Life is first come, first served.” He even threatened legal action against critics—a move that felt more arrogant than apologetic (Economic Times).
Meanwhile, Majchrzak himself saved the day. Once aware of the incident, he found the boy—named Brock—and gifted him another signed cap, posting their photo with the caption: “All good now!” (India Times). His act of kindness highlighted exactly what Drogbruk lacked: empathy and authenticity.
The Bigger Marketing Lesson
Marketing is not just about running ads or building websites. It’s about brand reputation, public trust, and the tiny human moments that get amplified online.
One small act, caught on camera, can dismantle decades of brand equity. That’s why it’s crucial for companies to understand how to handle a PR crisis effectively—because scandals are no longer local, they’re global. Just ask Drogbruk—or recall the infamous “CEO kiss-cam scandal” that sparked similar outrage.
How Companies Should Respond in a Crisis (Instead of What Drogbruk Did)
Here’s the playbook every company should keep in its back pocket:
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Apologize Immediately
Don’t explain, don’t justify—just say sorry. Publicly acknowledge the harm done and take responsibility. -
Disassociate Brand from Leadership
If a leader is the source of scandal, the company should act fast: put them on leave, suspend, or even part ways. A clear message like, “This act does not represent our values,” protects the brand from collateral damage. -
Lead with Empathy
Show human concern: “We are heartbroken that a young fan’s experience was tainted. Children’s joy is at the heart of sport, and we stand with them.” -
Take Visible Action
Words are cheap without action. Whether it’s sending gifts, making a charitable donation, or taking part in youth initiatives, tangible steps matter. -
Rebuild with Transparency
In the weeks that follow, overcommunicate. Share what’s being done to prevent future issues, highlight positive employee stories, and shine a light on authentic company values.
Why This Matters for Every Business
The Drogbruk hat-snatching scandal is more than a viral blooper—it’s a case study in brand destruction. It shows how entitlement, poor communication, and lack of empathy can crush public trust in hours.
Handled differently—with humility, empathy, and strong crisis management—the story could have been one of quick redemption. Instead, Drogbruk became a global meme.
The lesson? In the digital age, marketing is reputation. Every public act is content, every misstep is amplified, and every apology (or lack of one) defines whether your company survives or sinks.
At CR8IV Co., we help small businesses compete not just through ads and SEO, but by building reputations that last. Because in today’s digital age, your marketing isn’t just what you post—it’s every move you make.