Good Good Fires Executives Following Backlash Over Golf Advertisement Depicting Violence Against Women

American golf apparel and media company Good Good has dismissed two senior executives after facing intense criticism over a commercial that depicted a woman being knocked to the ground while reaching for a golf club.

The company, which operates a YouTube channel boasting 2.1 million subscribers, confirmed that chief executive Matt Kendrick and president Joe Flannery are no longer with the organization. The advertisement in question was produced for equipment manufacturer Callaway.

Earlier in the week, Good Good’s vice-president of brand and marketing, Jeffrey Lefkovits, was also terminated.

Alex Puchala, who heads finance and operations at Good Good, characterized the Wednesday dismissals as “a difficult day for the entire Good Good family.”

Board member and investor Nahid Giga has stepped in as interim CEO.

The promotional video attracted widespread condemnation, with critics accusing the brand of trivializing violence against women.

Last month, both Good Good and Callaway pulled the advertisement from circulation and issued public apologies.

Callaway subsequently ended its collaboration with Good Good and announced a $1 million (£736,000) donation to organizations dedicated to preventing violence against women and assisting survivors.

Good Good, which has partnered with Callaway since 2023, has also withdrawn from its sponsorship of a PGA Tour event scheduled for November in Austin, Texas.

Several retailers have removed Good Good products from their shelves in response to the controversy.

The advertisement featured Good Good co-founder Garrett Clark charging toward Alexis Miestowski, a professional golfer and frequent content contributor for the brand, and shoving her to the ground before yelling, “Do not touch my new driver.”

Good Good has grown into one of the most prominent content producers in golf, having launched its YouTube channel in 2020. Its regular programming typically features men and women participating in a variety of golf-related challenges and competitions.

In addition to its digital content, the company produces television programming and creates marketing campaigns for golf apparel and related merchandise.

Puchala stated that Good Good is “encouraged by the continued support” of its audience and emphasized that the company is “focused on moving forward and building the next chapter of the company.”

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