One of golf’s biggest digital content brands, Good Good, has found itself at the center of widespread public backlash after publishing a promotional advertisement for golf manufacturer Callaway that depicted physical violence against a woman, prompting apologies from the brand, its partner Callaway, and a response from the PGA Tour over the incident.
Founded in 2020, Good Good has grown exponentially from a small YouTube golf channel to a major player in the golf digital space, boasting more than 2.1 million YouTube subscribers and earning a sponsorship deal for a new PGA Tour tournament. The brand has built its public identity around expanding access to golf, framing itself as a creator group that makes the sport more accessible and inclusive for new and diverse audiences. That positioning made the controversial ad all the more jarring for audiences when it was published earlier this month.
The deleted advertisement, created to promote Callaway’s new line of golf drivers, featured Good Good co-founder Garrett Clark and professional golfer and frequent Good Good contributor Alexis Miestowski. In the clip, Miestowski reaches for Clark’s new driver, prompting Clark to rush across the frame and push her forcefully to the ground, before yelling the line: “Do not touch my new driver.”
Once the clip spread across social media platforms, it quickly drew intense criticism from golf fans and observers, who accused Good Good of trivializing gender-based violence and perpetuating misogynistic attitudes in a sport that has long worked to expand its female audience.
Within days of the backlash erupting, Good Good pulled the ad from all its channels and issued a public apology on X, the social platform previously known as Twitter. “We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand,” the statement read. “We have since taken that content down, and sincerely apologize. Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that is our mission moving forward.”
Callaway, the golf manufacturing giant that has partnered with Good Good on branded content since 2023, also released a statement distancing itself from the problematic clip while acknowledging Good Good’s quick response to the controversy. “We are disappointed by the content that was posted, and are appreciative of Good Good for addressing this,” the company said. “We look forward to working together to ensure a more inclusive space in golf.”
The incident has also drawn a response from the PGA Tour, which recently partnered with Good Good to launch the inaugural Good Good Championship, scheduled to take place in Texas this coming November. In a statement, a Tour spokesperson reaffirmed the organization’s commitment to a welcoming golf environment, noting that the deleted clip does not align with its core values. “The PGA Tour believes in golf’s ability to bring people together and create a welcoming environment for all,” the statement read. “We do not condone violence in any form, and the since-deleted video does not reflect our values or commitment to inclusivity and respect.”
Beyond its viral YouTube challenge content, Good Good has expanded into original television programming, branded apparel, and merchandise partnerships in recent years, making it one of the most successful new golf brands to emerge from the social media creator economy. The controversy comes as the golf industry as a whole continues to push for greater gender inclusivity, working to attract more female players and fans to a sport that has historically been male-dominated.