Good Good, the American golf apparel brand and YouTube channel, has apologized and pulled an advertisement after being accused of promoting violence against women. The 55-second spot was removed from the company's platforms following a backlash that began on Saturday, August 22, 2026.
The video, written and filmed by Good Good's own team, was made to unveil a partnership with golf club manufacturer Callaway. In the opening seconds, Good Good co-founder Garrett Clark is shown rushing toward professional golfer Alexis Miestowski, a regular presence on the brand's YouTube channel, and pushing her to the ground. He then tells her, "Don't touch my new driver."
Golf journalist Stina Sternberg noted on social media that the full video actually ran 60 seconds and appeared to be intended as a spoof of a horror film, adding that it remained viewable in some posts even after Good Good's official upload was taken down.
Backlash forces apology
The scene, seemingly innocuous to its creators, angered many social media users, some of whom accused the brand of promoting violence against women. Facing the criticism, Good Good backtracked and deleted the advertisement.
The company said in a statement posted on X that it had shared a video on its channels showing actions contrary to its brand values, that it had since removed the content, and that it offered its sincere apologies.
Company says it champions inclusion
Good Good went on to say that it stood for making golf more inclusive for everyone, and that it would continue to make that its mission going forward. The brand, known for its upmarket golf clothing line, runs a YouTube channel with more than two million subscribers.
Callaway and PGA Tour react
Callaway, the club maker featured in the video, approved the decision to remove it after saying it was disappointed by the content that had been published.
The PGA Tour, which sponsors a competition backed by Good Good, echoed that stance. A spokesperson said, in a statement relayed by the BBC, that the PGA Tour believed in the power of golf to bring people together and to create a welcoming environment for everyone.
