Callaway CEO Apologizes for Approving Controversial Ad, PGA Tour Says Initial Response 'Concerning'
Callaway Golf CEO Chip Brewer issued a formal apology Tuesday morning for the company's role in approving a now-deleted promotional video that showed a man shoving a woman to the ground. The ad, created by digital media group Good Good Golf to promote a co-branded driver, sparked immediate backlash over its depiction of violence against women.
In the video, Good Good co-founder Garrett Clark charges at fellow creator Alexis Miestowski, knocks her onto the grass, and stands over her saying, "Do not touch my new driver." The spot was intended as a spoof of a scene from the horror movie "Obsession," according to Good Good CEO Matt Kendrick, but it was widely condemned as making light of violence.
Brewer's statement acknowledged that Callaway had approved the creative before it was posted. "That approval should never have happened. Mistakes were made, and we are taking the matter very seriously," he wrote. He added that Callaway is reviewing its internal approval processes and has made changes to ensure "this will never happen again."
The apology, however, drew immediate criticism for not directly addressing women. Social media users quickly commented: "Not apologizing to women in this 'apology' is crazy," and "Can u delete this and mention women somewhere in the post."
PGA Tour Expresses Disappointment, Monitors Fallout
The controversy has escalated beyond the two companies, reaching the PGA Tour, which is set to host the Good Good Championship—a new tournament sponsored by the brand—this November in Austin, Texas.
Speaking at a press conference ahead of the Tour Championship, PGA Tour CEO Brian Rolapp said the tour was "disappointed" with Good Good's initial response to the backlash. "I think, initially, no. I think what we saw was concerning (and) is clearly not aligned with PGA Tour values," Rolapp said. He noted that Good Good's first apology, released Saturday, was "a bit defensive and late," but added that "the responses are getting better" and that the tour would continue to monitor the situation.
Rolapp declined to say whether the controversy would affect the Good Good Championship, scheduled for Nov. 12-15 at Omni Barton Creek. "It's a bit of a fluid situation," he said.
Background: A Rapid Rise and a PR Crisis
Good Good Golf began as a YouTube channel in 2020 and has grown into a major digital media and apparel company, raising $45 million in a 2025 funding round. The brand features eight men and four women in skill challenges and matches, and has positioned itself as a force for inclusivity in golf. Callaway, a major golf equipment manufacturer, entered a partnership with Good Good in 2023.
The ad, posted Friday, was quickly removed after an outcry, but clips continued to circulate on social media. Good Good's initial apology, shared Saturday, said the video "depicted actions that are not aligned with our values as a brand." CEO Matt Kendrick later added on LinkedIn: "The execution missed the mark... Regardless of what we intended, we are responsible for what we put into the world and how it is received."
Callaway has removed listings for the co-branded drivers and balls from its website, though they were still available on Good Good's site as of Tuesday. The PGA Tour also released a statement saying it does not condone violence in any form.
Industry Reactions and the Path Forward
The incident has raised broader questions about how brands and sports organizations vet content, especially when partnering with influencer-driven media companies that often rely on edgy or comedic material. Callaway's admission that it approved the ad—and its immediate pledge to change its approval process—reflects a growing awareness that brand safety is a priority in the age of social media.
For Good Good, the controversy threatens its reputation as an inclusive brand and its relationship with the PGA Tour, which has been expanding its partnerships with digital creators in recent years. The tour's criticism, while measured, signals that sponsors and governing bodies are holding content creators to a higher standard.
As both companies conduct internal and external investigations, the industry will be watching to see what concrete actions follow the apologies. For now, the fallout serves as a reminder that even well-intentioned parody can cause serious harm, especially when it trivializes violence.
The incident also comes at a time when golf is striving to become more welcoming to women and minorities. Both Callaway and Good Good have stated their commitment to inclusivity, but the ad—and the initial responses from both organizations—have raised doubts about whether that commitment is truly embedded in their culture.
For more on the PGA Tour's evolving approach to its season and partnerships, see our analysis on PGA Tour Rethinks Season Finale, No LIV Reunion in Sight.
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