Anatomy of a Corporate Crisis

A collaborative marketing effort between Good Good Golf and Callaway Golf transformed into a significant public relations crisis in August 2026. The release of a promotional video, which featured cofounder Garrett Clark appearing to shove a woman to the ground, triggered immediate and intense backlash. The fallout was swift: the video was retracted, a partnership was dissolved, and a $1 million charitable commitment was made to mitigate the damage.


The Origin and Immediate Backlash

The campaign, which drew widespread criticism for its depiction of violence against women, was promptly removed from public channels. According to Garrett Clark, the creative concept was intended to mimic the 2026 horror film Obsession, recontextualized as a conflict between himself and his golf driver. Clark clarified in a statement that, contrary to appearances, no physical contact occurred with the actress during production.


Garrett Clark’s Response

In a lengthy video address, Clark expressed deep regret for his involvement in the skit. He stated, “I personally want to apologize for playing a role in this skit [and] this ad at the magnitude that I did. On Good Good’s behalf and Good Good marketing’s behalf, I wanted to say an apology as well because this is not at all what we stand for.” Clark characterized the finished product as “super dumb” and emphasized that he does not support domestic violence or abusive behavior in any form.


Callaway’s Internal Review

Chip Brewer, the CEO of Callaway, addressed the situation shortly thereafter, taking responsibility for his company’s role in the approval process. Brewer noted, “While the video was produced by Good Good, it was approved by Callaway prior to posting. That approval should never have happened.”

In an effort to address the controversy, Callaway announced several key steps:

  • A $1 million donation to organizations dedicated to preventing domestic violence and supporting survivors.
  • An internal and external investigation into the failure of the approval process.
  • A significant overhaul of future content vetting procedures.

Conflict Escalates: Accusations of Scapegoating

The situation took a contentious turn when Good Good CEO Matt Kendrick publicly alleged that Callaway was attempting to deflect blame onto his organization. Kendrick wrote on social media: “Interesting that Callaway Golf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz.”

While Kendrick maintained that the company was being scapegoated, he did not absolve his own team of responsibility. Responding to public criticism, he admitted, “Agree we made a terrible ad. No denying that. We apologize for that.”


Current Status

At present, the partnership between the two entities has been fully terminated. While Callaway continues to implement its new oversight measures and donation initiatives, Good Good has signaled its intent to challenge the public framing of the events that led to the split.