Callaway Good Good Ad Controversy: CEO Apologises and Admits 'Approval Should Never Have Happened'

Callaway CEO Chip Brewer has apologised over the controversial Good Good Golf advertisement and acknowledged that his company approved the video before it was posted, declaring that the decision 'should never have happened'.

The admission marks a significant escalation in Callaway's response to the backlash, with Brewer confirming that internal and external investigations are now under way and changes have already been made to the company's approval process.

Callaway CEO Admits Approval

In a statement addressed to customers, employees, stakeholders and 'golfers everywhere', Brewer confirmed that Good Good produced the promotional video but Callaway gave it the green light before publication.

'While the video was produced by Good Good, it was approved by Callaway prior to posting,' Brewer said. 'That approval should never have happened. Mistakes were made, and we are taking the matter very seriously.'

Brewer also issued an apology over the content, saying it was 'inappropriate' and did not represent the company's values.

'To be clear: We are unequivocally against discrimination, domestic violence, or threatening behavior of any kind,' he added.

Callaway Changes Approval Process

Brewer said the controversy was escalated once the seriousness of the issue became clear and the video was removed.

Callaway is now conducting both internal and external investigations into the incident. The company has also changed its approval processes in an effort to prevent a similar situation from happening again.

The CEO's statement goes further than Callaway's initial response to the Good Good ad backlash. A spokesperson previously said the company was 'disappointed by the content' and appreciated Good Good's decision to address the controversy.

What Happened in the Ad?

The since-deleted advertisement promoted a co-branded driver from Callaway and Good Good Golf.

The video depicted Good Good co-founder Garrett Clark running after fellow Good Good talent Alexis Miestowski and shoving her to the ground as she reached for the club in his bag.

It quickly generated criticism online, with users and several prominent golf media personalities objecting to the depiction and raising concerns that it appeared to make light of violence against women.

Good Good removed the video from its platforms by Friday evening and later apologised, saying the actions depicted were not aligned with its values.

Good Good CEO Takes Responsibility for Backlash

Good Good CEO Matt Kendrick subsequently accepted responsibility for the controversy in an interview with The Wall Street Journal.

'We fully own that we did make a mistake,' Kendrick said, adding: 'As the CEO of the company, the buck stops with me and we should have had better processes in place.'

Kendrick said the execution 'missed the mark' and stressed that Good Good had not intended to make light of or support violence.

He also explained that the full 60-second video was intended to spoof the horror film Obsession.

In an internal memo, Kendrick said proceeds from the driver campaign would be donated to an organisation supporting women in Good Good's local community. The company is also reviewing its creative processes.

Fallout Reaches Golf Channel and PGA Tour

The Callaway Good Good ad controversy has since spread beyond the two companies.

Golf Channel postponed the premiere of Big Break x Good Good after one of the programme's sponsors requested that its branding be removed from the series.

The controversy has also reached the PGA Tour. CEO Brian Rolapp described Good Good's initial response as 'a bit defensive and late' while addressing calls for the organisation to drop Good Good as title sponsor of its November Fall Series event in Austin, Texas.

Rolapp called the situation 'a bit of a fluid situation' and said the Tour would continue monitoring developments.

Callaway, whose partnership with Good Good began in 2023, has not publicly clarified the long-term future of the relationship.