Callaway Golf CEO Chip Brewer issued a public apology on Tuesday for a controversial advertisement that depicted a male golfer shoving a female golfer to the ground. The video, created by Good Good Golf to promote a co-branded driver, was removed from social media after widespread backlash.
Callaway confirmed it had approved the ad before publication, marking a significant admission in response to criticism over the content. Brewer stated in a social media post, 'That approval should never have happened. Mistakes were made, and we are taking the matter very seriously.' He added, 'I want to make it clear that we sincerely apologize for the video.'
The advertisement featured Good Good co-founder Garrett Clark confronting Alexis Miestowski, a former Division I female golfer, and shoving her to the ground while saying, 'Do not touch my new driver.' The video was released last week to promote a special edition driver co-branded by Callaway and Good Good.
Good Good Golf issued its own apology on August 22 via social media, stating the ad 'ultimately depicted actions that are not aligned with our values as a brand.' The company, which has over 2 million YouTube subscribers, emphasized its commitment to making golf more inclusive.
Callaway’s Role and Response
Callaway and Good Good have not responded to multiple requests for further comment beyond their public statements. Brewer’s apology came after social media users criticized the company’s initial response. One user wrote, 'Please stop framing this simply as a "mistake." Your own statement says the video was approved by Callaway before it was posted.'
The controversy has raised questions about corporate accountability in marketing campaigns, particularly those targeting growing demographics in golf. The National Golf Foundation reports a 45% increase in female golfers from 2020 to 2025, compared to a 12% increase in male golfers over the same period.
Industry and Consumer Reactions
Some consumers have announced plans to boycott Callaway products in response to the ad. Others have called for the company to take concrete actions, such as donating to the Ladies Professional Golf Association (LPGA) or domestic violence prevention organizations.
The incident has also sparked discussions about gender representation in golf marketing, with critics arguing that the ad perpetuated harmful stereotypes. Supporters of Callaway and Good Good have pointed to their stated commitments to inclusivity, though the backlash suggests a disconnect between those values and the ad’s execution.
Background on the Partnership
Callaway and Good Good collaborated on a special edition driver, leveraging Good Good’s popularity as a YouTube golf channel. The partnership aimed to appeal to a broader audience, including younger and more diverse golfers. However, the ad’s content has overshadowed the product’s intended promotion.
Brewer’s statement did not address whether additional disciplinary actions would be taken against those involved in approving the ad. The company has stated it is 'taking the matter very seriously' and is conducting an internal review. No timeline for the completion of this review has been provided.