Matt Kendrick, CEO and co-founder of Good Good Golf, has publicly accused former partner Callaway Golf of orchestrating a "media blitz" and suggested a potential lawsuit following Callaway's decision to end their partnership over a controversial advertisement. The ad, which depicted a man striking a woman, sparked widespread backlash and led both companies to apologize and remove the video.
Kendrick broke an 11-year silence on X, formerly Twitter, late Thursday to voice his grievances. "Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it," Kendrick posted. He also alluded to "The 30 for 39 will be legendary," a comment interpreted as a reference to potential legal proceedings.
Responding to users on X, Kendrick indicated he was "Not opposed" to suing Callaway for damages and agreed with a sentiment that Callaway had set up his company. He also expressed willingness to participate in a boycott of Callaway Golf.
The controversy stems from a promotional video for Good Good Golf and Callaway that featured co-founder Garrett Clark knocking over brand influencer Alexis Miestowski as she approached a Callaway driver. The scene was intended to evoke the horror film "Obsession," but it was widely criticized for depicting violence against women.
Both companies deleted the ad and issued apologies. Kendrick initially stated his company made a mistake and that the execution of the ad missed the mark, failing to intend any support for violence. Callaway CEO Chip Brewer confirmed that while Good Good Golf produced the video, it had been approved by Callaway, an approval he stated "never should have happened."
Two days after Brewer's statement, Callaway announced the end of its partnership with Good Good Golf, which began in 2023. The golf equipment giant also pledged $1 million to domestic violence prevention causes. "In this instance, our content review process was not comprehensive enough," Callaway stated. "We have taken appropriate internal corrective actions and significantly strengthened our approval procedures to help ensure this does not happen again."
Kendrick countered Callaway's narrative on X, asserting that Callaway "asked us to make the ad and they approved the ad." Despite the fallout, Kendrick expressed appreciation for the PGA Tour, noting that they had treated his company well. Good Good Golf had been slated to sponsor a new fall event in Texas but announced Thursday it would withdraw its support.
Founded in 2020 as a YouTube platform, Good Good Golf has experienced significant growth. Kendrick expressed confidence in the company's future, posting, "(Two) years from now let’s revisit this. Our team will win."