Viral Ad Backlash Costs Golf Startup Good Good Its Major Partnerships

The trouble began when Good Good partnered with Callaway to spoof the film Obsession. The scene, featuring founder Garrett Clark aggressively guarding a driver, ignited immediate accusations of promoting violence against women. The response was swift: Callaway terminated its multi-year partnership, the PGA Tour saw the company withdraw from its sponsored event, and the Golf Channel canceled a reality series. Retailers also moved to drop the company’s apparel line, which accounts for approximately 70% of its total revenue.

Good Good CEO Matt Kendrick publicly challenged the narrative, claiming on X that Callaway had pre-approved the ad before orchestrating a sudden departure. Kendrick expressed regret over the creative choice, admitting the execution failed to align with the brand’s identity. The company is now attempting damage control, pledging to donate driver sales to a women’s advocacy organization while implementing stricter internal review protocols to prevent future missteps.