Golf is facing a sexism storm and significant criticism after a deleted advertisement from influencer group Good Good, co-produced with Callaway Golf, depicted a woman being shoved. The incident has led to apologies from both companies and raised questions about the increasing entanglement of social media influencers with professional golf.
The advertisement, which showed Good Good co-founder Garrett Clark shoving a female golfer, Alexis Miestowski, as she reached for his bag with the line, "Do not touch my new driver!", was widely condemned as crass and offensive. The video was subsequently deleted, and both Good Good and Callaway Golf issued apologies.
"We got this wrong. We'll learn from it, we'll be better because of it, and we'll continue doing everything we can to make Good Good a positive force in golf for women and men," said Matt Kendrick, CEO of Good Good. The company also vowed to donate proceeds from related driver sales to an organization supporting women. Callaway Golf CEO Chip Brewer acknowledged that his company approved the video, stating, "Mistakes were made, and we are taking the matter very seriously." He added, "We are unequivocally against discrimination, domestic violence, or threatening behavior of any kind."
PGA Tour CEO Brian Rolapp expressed disappointment with Good Good's initial reaction to the backlash, calling it "concerning" and "clearly not aligned with PGA Tour values." He noted that the initial response was "defensive and late."
This controversy comes at a time when golf is already navigating several off-course issues. The LIV Golf league is reportedly struggling, and Tiger Woods is due in court following a car crash and an unrelated scandal. The Ryder Cup and the U.S. Open have also been marred by fan behavior.
The rise of YouTube golf content creators, who have become influential figures credited with bringing new fans to the sport, has been a significant development. PGA Tour commissioner Jay Monahan has previously stated the Tour aims to learn from these influencers. However, the Good Good incident highlights the potential for damage when this content crosses ethical lines.
This scandal has already had tangible effects. Golf Channel has postponed the premiere of its "Big Break" reboot, citing a request from a sponsor to remove its branding due to the Good Good controversy. The future of the "Good Good Championship," a new PGA Tour event scheduled for Austin, Texas, in 11 weeks, remains uncertain, with Rolapp describing the situation as "fluid."
Good Good's influence extends beyond individual videos. The company sponsors several PGA Tour players, has invested in TGL, and its founders have participated in PGA Tour events. The group secured $45 million in funding last year, indicating a significant business operation. The widespread presence of Good Good merchandise at major events underscores its reach within the golf community.
Concerns about a "bro culture" seeping into golf have been growing, particularly in light of rowdy fan behavior at recent events. The Good Good advertisement has done little to allay these fears, placing additional responsibility on golf's leadership to address the issue and repair any damage to the sport's image.