A week ago Good Good was the biggest brand in creator golf, with a Callaway partnership, a Golf Channel show about to premiere and its name on a PGA Tour event. By Thursday night it had lost all three.
What happened
- Last Thursday Good Good posted an ad for its co-branded Callaway Quantum driver. It showed co-founder Garrett Clark shoving fellow Good Good creator Alexis Miestowski to the ground as she reached for his new driver
- Friday The clip spread and drew heavy criticism for depicting violence against women. Good Good deleted it late that day
- Saturday Good Good apologized, saying the actions shown didn't match its values
- Tuesday Callaway CEO Chip Brewer said the video was made by Good Good but approved by Callaway. Golf Channel pushed the premiere of Big Break x Good Good back a week after a sponsor, reported to be Golf Galaxy, asked for its branding to be removed
- Thursday Callaway ended its relationship with Good Good. Good Good stepped away as title sponsor of the PGA Tour event in Austin this fall. Golf Channel said the Big Break season would not be completed
The responses
Good Good's CEO, Matt Kendrick, wrote that the company had made a mistake and that he owned it, and said the ad was meant to parody a scene from a film. PGA Tour CEO Brian Rolapp said Good Good's first response had been disappointing, defensive and late, though it had improved since.
What's left
The Austin event will still be played. The Big Break is due back in 2027. Golf Galaxy has taken Good Good products off its platforms, and the co-branded driver is gone.
For creator golf, it's a warning. The audiences are big enough to bring mainstream partners, and those partners judge creators by mainstream standards.
Sources: AP (25 August); Golf.com (25 August and later); GolfMagic (August); Golf Monthly (August); MyGolfSpy (August); ABC News/AP (August).