Good Good CEO Matt Kendrick has reportedly resigned from his position following the controversy surrounding a branded driver advertisement that critics have described as depicting domestic violence. Joe Flannery, Good Good's president, has also reportedly left his role with the popular golf brand.
The ad, intended as a spoof of the horror movie 'Obsession,' featured Good Good co-founder Garrett Clark body-checking fellow member Alexis Miestowski as she reached for a golf club. Clark then stands over Miestowski, who is on the ground, and says, "Do not touch my new driver." The commercial continues with other members appearing to become possessed by the club.
The backlash from the ad has resulted in significant consequences for Good Good. Callaway, the company behind the driver, ended its partnership with the brand. Additionally, Good Good has reportedly had products removed from shelves, a show with the Golf Channel canceled before its debut, and backed out of a title sponsorship for a tournament in Austin.
Alex Upegui, Callaway's director of content and production and the highest-ranking employee believed to have approved the ad, also departed the company earlier this week. Good Good's VP of brand and marketing, Jeffrey Lefkovits, is also believed to have been fired.
Callaway CEO Chip Brewer initially stated on August 25 that the company was investigating and had made changes to its approval process. Two days later, Callaway announced it was severing ties with Good Good, citing an insufficient content review process and a commitment to strengthening its approval procedures.
In a video addressing the controversy, Garrett Clark apologized for the commercial, calling it the "worst ad known to man." Kendrick himself told The Wall Street Journal that Good Good "fully own[s] that we did make a mistake" and acknowledged that "the buck stops with me." He admitted the execution "didn't come across the way that we wanted to" and that it "came across that way, and that’s our fault."
However, in subsequent social media posts that were later reportedly deleted, Kendrick appeared to criticize Callaway, suggesting the company approved the ad before dropping Good Good and engaging in a "coordinated media blitz." He responded to a user suggesting legal action by stating he was "not opposed" and agreed that Callaway had set up his brand. He also expressed openness to boycotting Callaway.
Later, in an interview with Front Office Sports, Kendrick clarified that he had not seen the commercial before its release and that Good Good had "removed people responsible for the ad." He stated that both Good Good's marketing team and Callaway's marketing team reviewed the ad. Kendrick added that he did not see the ad until after it was pulled down and his team informed him, at which point he found it "not acceptable."
Kendrick then walked back his comments about potential legal action, calling them "off the cuff." Despite the fallout, he expressed understanding for Callaway's position and stated, "I understand everyone’s position and I get it. We loved being with Callaway for a long time. They were nothing but great to us the entire time we were together. I just hate that this is how it ended."
He also praised the PGA Tour's handling of the situation and expressed appreciation for the Golf Channel's support.