Golf Brand Apologizes For Worst Ad Known to Man

Callaway has ended its partnership with Good Good Golf as the fallout continues from a promotional video that depicted violence against a woman, with the controversy now affecting sponsorships, television programming and retail distribution.

Good Good announced that it would step away as title sponsor of a new PGA Tour event scheduled for Austin, Texas, this fall. The company said the decision followed discussions with the PGA Tour and internal reflection over the controversy.

“We recognize that we have work to do as an organization, and our focus right now is on our team, our culture and ensuring we learn from this situation,” Good Good said in a statement. “We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years. We remain committed to earning back trust, and we hope to work together again in the future.”

The trouble began with an advertisement promoting the Good Good Callaway Quantum Driver. In the video, Good Good co-founder Garrett Clark plays a man who shoves a woman to the ground after she reaches for one of his golf clubs.

“Do not touch my new driver,” Clark says while standing over her.

The ad went online but lasted only hours before it was deleted. Criticism followed quickly, and both Good Good and Callaway subsequently issued apologies.

By Thursday, Callaway had gone considerably further. The golf equipment company announced that it was ending its relationship with Good Good after three years of working together.

Callaway also acknowledged its own responsibility for the advertisement, saying it had taken “appropriate internal corrective actions” and had “significantly strengthened” its procedures for approving content.

The company pledged $1 million to organizations involved in preventing violence against women, assisting survivors and providing education and awareness.

“These actions do not undo the harm caused or excuse our role in it,” Callaway said. “We sincerely apologize to everyone who was hurt, disappointed, or offended by this incident.”

Clark addressed the controversy a day earlier in a lengthy social media video, describing the spot as “the worst ad known to man.”

“I personally want to apologize for playing the role in this skit, in this ad, at the magnitude that I did,” Clark said.

He also apologized on behalf of Good Good’s marketing team and said the material did not represent what the company stands for.

“I want everyone to know that I do not support [domestic violence], abuse or any of that of any kind,” Clark said.

He ended his comments by saying, “Hopefully we can move on and grow the women’s side of golf.”

But the consequences have continued to accumulate.

PGA Tour Chief Executive Brian Rolapp told reporters Tuesday that the Tour was disappointed by the video and said Good Good had initially failed to accept sufficient accountability for what happened. Good Good’s subsequent decision to relinquish the Austin tournament’s title sponsorship now removes the company from a prominent role in the new event.

The controversy has also reached television.

Golf Channel postponed the planned premiere of “Big Break x Good Good” earlier this week after one of the program’s sponsors pulled out. The reality series had been tied directly to the Good Good brand.

Retailers have reacted as well. Dick’s Sporting Goods and its Golf Galaxy subsidiary removed Good Good merchandise from their stores.

That leaves Good Good dealing with consequences across several parts of its business at once. What started as a driver advertisement that disappeared within hours has now cost the company its three-year Callaway partnership, its title sponsorship of a PGA Tour event, retail shelf space and, at least for now, the scheduled premiere of a television series.

Good Good says its immediate priority is its team and company culture while it works to regain trust. The growing list of companies distancing themselves from the brand shows how far the consequences have extended since the ad was posted.