Key facts
- A controversial advertisement by YouTube golf group Good Good featuring a Callaway partnership has led to significant fallout.
- The ad, intended as a humorous take on the horror movie "Obsession," was criticized for appearing to promote violence against women.
- Callaway cut ties with Good Good following the ad's release.
- Dick's Sporting Goods removed Good Good products from shelves.
- Good Good's CEO, Matt Kendrick, and its new president, Joe Flannery, have exited the company.
- Good Good's marketing head, Jeff Lefkovits, and another marketing employee were fired, as was Callaway's content head.
The YouTube golf supergroup Good Good is facing a significant crisis after a controversial advertisement featuring Callaway, one of golf's prominent brands, led to the termination of partnerships and executive departures. The ad, titled "The Driver," was intended as a humorous riff on the horror movie "Obsession" but was widely perceived as making light of violence against women.
Following the backlash, Callaway announced it was cutting ties with Good Good, stating the ad was inconsistent with its values and that its review process was inadequate, despite not being involved in production. Dick's Sporting Goods subsequently removed Good Good products from its shelves. The PGA Tour event that Good Good was set to title sponsor also saw changes, with the Golf Channel scrapping an upcoming season of its reality series "Big Break" which offered entry into the event.
Internally, the crisis coincided with leadership changes. Good Good's CEO, Matt Kendrick, and a newly appointed president, Joe Flannery, who had recently joined to oversee operations, both departed the company. The company's marketing head, Jeff Lefkovits, and another marketing employee were also fired, along with Callaway's content head.
Sources suggest that Good Good, which had previously cultivated a brand-friendly image and launched an inclusivity campaign called "There's more to Golf," was already moving towards greater professionalization. The company had raised $45 million in investment, and the hiring of Flannery, a veteran from Nike and Adidas, indicated a desire for more experienced leadership. However, the rapid rollout of ads with what one person described as "little oversight" highlights the inherent risks in creator-led businesses balancing authenticity with brand partnerships.