By Dorcas Francis Koji
American golf content and lifestyle brand Good Good has dismissed its chief executive officer Matt Kendrick and president Joe Flannery following widespread backlash over a controversial advertisement that depicted a woman being pushed to the ground.
The company confirmed that it had parted ways with both executives after the advert, produced in partnership with golf equipment manufacturer Callaway, triggered strong criticism from viewers.
Good Good vice-president of brand and marketing Jeffrey Lefkovits was also dismissed earlier in the week as the company moved to deal with the fallout from the campaign.
The controversial advert featured Good Good co-founder Garrett Clark rushing towards professional golfer and Good Good content creator Alexis Miestowski before pushing her to the ground as she reached for a golf club.
Clark then shouted: “Do not touch my new driver.”
The video quickly sparked outrage online, with viewers accusing the company of trivialising violence against women and questioning the decision to use such imagery in a golf advertisement.
Following the backlash, both Good Good and Callaway removed the advert and issued apologies.
Callaway subsequently ended its partnership with Good Good and announced that it would donate $1 million to organisations working to prevent violence against women and support survivors.
The controversy has also resulted in wider commercial consequences for Good Good.
The company, which has approximately 2.1 million YouTube subscribers, has withdrawn from its sponsorship of a PGA Tour event scheduled to take place in Austin, Texas, in November.
Several retailers have also reportedly removed Good Good products from their shelves following the backlash.
In the wake of the executive departures, Good Good board member and investor Nahid Giga has been appointed interim chief executive.
Head of finance and operations Alex Puchala described the departures as a difficult moment for the company but said Good Good remained committed to rebuilding.
“It’s a difficult day for the entire Good Good family,” Puchala said, while expressing gratitude for continued support from fans.
He added that the company was focused on “moving forward and building the next chapter of the company”.
Good Good launched its YouTube channel in 2020 and has since grown into one of the biggest golf-focused digital media brands.
The company has built its audience through golf challenges involving both male and female players, alongside television productions, advertising campaigns and golf-related merchandise.
However, the controversy surrounding the Callaway advert represents one of the most serious challenges in the company’s young history, with the departure of senior executives and the loss of a major commercial partnership adding to the pressure.
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