Good Good Golf on August 21 released an ad promoting a new driver made with Callaway. The ad showed Garrett Clark shoving Alexis Miestowski to the ground while warning, "Do not touch my new driver" [1, 2, 3]. The ad quickly drew criticism for its depiction of violence against women.

Following the backlash, Good Good Golf apologized and took down the ad by August 22. A company statement said the video depicted actions not aligned with the brand’s values and reaffirmed a goal of making golf more inclusive. It said, "We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand. We have since taken that content down, and sincerely apologise" [3].

Good Good’s CEO Matt Kendrick spoke to the Wall Street Journal on August 24, acknowledging fault. He said, "We fully own that we did make a mistake. As the CEO of the company, the buck stops with me and we should have had better processes in place. In no way were we trying to make light of or support violence. But it came across that way, and that’s our fault" [1]. Kendrick also said the ad was intended as a spoof of the movie "Obsession" and accepted responsibility for the misunderstanding [1, 2].

Despite the apology, PGA Tour CEO Brian Rolapp called it insufficient and defensive. Speaking on August 25, Rolapp said, "I think initially, no. I think what we saw was concerning, is clearly not aligned with PGA Tour values. We take it very seriously. I think their initial response was disappointing. It was a bit defensive and late. It’s a bit of a fluid situation. We’ll continue to monitor the situation and see how it develops" [1]. He noted the sponsorship of the Good Good Championship, a PGA Tour event scheduled for November in Austin, Texas, was uncertain and under review [1, 2, 3].

In the wake of the controversy, major retailers Golf Galaxy, Dick's Sporting Goods, and PGA Tour Superstore pulled Good Good products from their shelves [3]. Golf Galaxy also reportedly withdrew sponsorship from a Good Good reality series, prompting the Golf Channel to delay the show's debut by seven days [1, 2, 3].

Callaway initially distanced itself from the ad but later admitted it had approved the ad’s release [3].

The fate of the Good Good Championship scheduled for November remains unclear as the PGA Tour reviews the situation [1, 2, 3].