Smartphones are powerful. They turn bystanders into instant journalists. Just as the pandemic-era “Karen†videos showed us, social media can amplify every misstep. High-profile individuals — and even ordinary people — must act as if they are always on camera (because, most of the time, we are). A single viral moment can destroy a reputation overnight. That reality played out at the U.S. Open on Aug. 29, when Polish CEO Piotr Szczerek snatched an autographed hat meant for a young fan from tennis star Kamil Majchrzak. The boy was left heartbroken. The internet was outraged.
Even though very few people personally know the figures involved, crises like this always feel deeply personal. They ripple through businesses, eroding stakeholder trust, lowering employee morale and hurting the bottom line. Szczerek, the millionaire co-founder of Drogbruk, has been hammered online. Even reviewers who never used the company’s services posted comments like “Bad CEO†and “Terrible person,†demanding that he “pay the price for what he did.†He has been called the “most hated man on the internet,†with angry calls for boycotts and scathing reviews questioning his ethics.
With no official statement from him or his company, the silence has created a vacuum filled by memes, mockery and misinformation. When you fail to speak, others will speak for you.
One of the cardinal rules in crisis communications is to avoid defensiveness. The video evidence is clear. Szczerek intercepted a hat tossed by Majchrzak to a young fan named Brock, tucked it into his wife’s bag, and ignored the boy’s protests. Even his wife is being caught up in the controversy for appearing to act as an accomplice.
Any attempt to justify his actions will sound hollow, especially since Majchrzak himself has stepped in to make amends by meeting with Brock and gifting him a signed cap and other keepsakes.
The way forward is simple. Szczerek must admit the mistake, take responsibility, and offer a full and sincere apology. People can forgive when contrition is genuine. What they will not forgive are excuses — or worse, silence.
Apologizing effectively requires authenticity, timeliness and action. If handled poorly, a response could result in lost partnerships and lasting reputational damage. If handled well, it can humanize Szczerek and even create the possibility of a redemption story. An effective apology would acknowledge exactly what he did wrong, express remorse to Brock and his family, accept responsibility without caveat and offer corrective action. That could mean inviting Brock to a future event, reaffirming a commitment to youth sports or supporting community programs that reflect the values he now wants to uphold.
But words alone will not be enough. A handwritten apology to Brock and his family, offered privately unless they choose to share it, would be a meaningful first step. Szczerek could then reinforce that gesture with something broader and more lasting, such as scholarships or sponsorships for youth tennis programs in Poland and beyond, framed not as a publicity stunt but as a genuine effort to honor young fans like Brock. A direct video apology, simple and unscripted, would also show humility. Paired with a philanthropic commitment, it could begin to change the narrative from selfishness to self-awareness.
Another powerful option would be to collaborate with Majchrzak on a charity event benefiting youth athletes, inviting Brock as a guest of honor. This would demonstrate not only contrition but also a willingness to repair relationships and turn a mistake into something positive for others.
The stakes are high. The internet never forgets. A Google search of Szczerek’s name or his company will forever bring up this episode. But how he responds will determine whether he is remembered as the man who stole a child’s hat or as the man who made a mistake and then worked hard to make it right.
Handled well, this episode could become a lesson in accountability, a reminder that reputations can survive even embarrassing public failures if leaders show humility. Handled poorly, it will become a permanent stain that haunts Szczerek, his company, and his legacy.
In today’s digital age, every leader is one viral moment away from a test of character. Piotr Szczerek’s moment has arrived. The choice is his: Step forward with humility and humanity or let silence define him and accept the consequences.
Dan Rene is a strategic communications counselor and founder of Dan Rene Communications.
