Good Good's dream partnership

In 2023, YouTube golf group Good Good announced a major deal with Callaway, calling it their biggest announcement yet. The partnership signaled golf's new era with creator-backed energy.

Rapid growth and expansion

Good Good followed the Callaway deal with retail partnerships and $45 million in investment. The creator economy seemed to be revitalizing golf.

The ad that changed everything

Good Good released a 56-second Callaway ad called The Driver featuring cofounder Garrett Clark tackling female member Alexis Miestowski. The concept was meant to parody the horror film Obsession.

Backlash erupts online

Thousands of social media comments accused the ad of making light of violence against women. The backlash was immediate and fierce across all platforms.

Apologies and takedowns

Garrett Clark called the ad concept super dumb and the worst ad known to man. Good Good and Callaway both apologized and removed the ad.

“Looking back, super dumb ad concept, terrible ad in general. The worst ad known to man.”

Partners flee the fallout

Dick's Sporting Goods pulled Good Good products from shelves. The YouTube group withdrew as title sponsor for a PGA Tour event, and Golf Channel canceled its reality series Big Break.

CEO goes on attack

Matt Kendrick posted on X that Callaway approved the ad then asked Good Good to take the fall. His posts were viewed 8.8 million times and suggested he might sue or boycott Callaway.

“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”

Kendrick and Flannery exit

Five days after the ad crisis, CEO Matt Kendrick stepped down. Joe Flannery, the newly installed president brought in to professionalize the company, also departed.

Oversight gaps exposed

Sources said Good Good operated casually with little ad oversight, approving content quickly without proper review. The company lacked the professionalization investors and partners expected.

“I think a lot of things get brought to them very quickly and they say, 'Let's do it'”

A broader creator economy problem

Many fast-growing creator companies like MrBeast are hiring outside leaders to professionalize. Good Good's crisis shows the tension between authenticity and the guardrails brands demand.

Brands may tighten their leash

Marketers may now demand more oversight and measurement from creators, fearing they lack proper processes. The Good Good episode could trigger an overcorrection in how brands work with creators.

Good Good's path forward

Cofounder Nahid Giga became interim CEO. The company said retail sales and social media followings grew despite the scandal, though some partners may keep their distance.

Golf's identity crisis continues

Good Good helped grow golf but faced criticism from traditionalists who say hoodie-wearing newcomers disrespect the sport's rules and etiquette. The group's misstep adds to golf's growing pains.