Golf equipment company Callaway issued an apology on Tuesday following the release of a promotional video that depicted a woman being knocked to the ground. The advertisement, created by the company’s media partner Good Good Golf, was intended to promote the new Good Good quantum driver. Callaway confirmed that the video has since been removed from social media platforms.
The video was posted over the weekend on Good Good’s social media channels. In the clip, a female member of the Good Good content team reaches for the new driver. Good Good co-founder Garrett Clark then rushes toward her, knocks her to the ground, and stands over her while saying, “Don’t touch my driver.”
Callaway CEO Chip Brewer stated on Tuesday that the company had approved the video, an action he said should not have occurred. Brewer noted that the company is investigating the approval process for the advertisement. Good Good Golf also issued an apology, stating that the video did not align with their mission of making the game of golf more inclusive.
For the individuals involved in the production and the companies’ marketing departments, the internal investigation will likely result in changes to how promotional content is reviewed and approved. A person following these brands would notice a shift in messaging, as Callaway stated it intends to "learn from this and do better," while Good Good Golf re-emphasized its stated goal of inclusivity. The incident sets a precedent for how these partners coordinate on brand safety and the depiction of physical interactions in advertisements.
The knock-on effects could influence future collaborations between traditional sports manufacturers and digital-first content creators. While Callaway did not explicitly state it was ending its partnership with Good Good, the company is currently conducting an internal review of the circumstances. Further updates regarding the findings of Callaway’s investigation or the status of the new driver’s promotional rollout have not yet been announced.
What happens next: The Good Good quantum driver is scheduled for rollout this week. It is not currently known if the product launch date will be delayed or if new promotional materials will be released to replace the deleted advertisement. Callaway’s internal investigation into the approval process remains ongoing as of Tuesday.