# Good Good's Callaway ad crisis topples two executives

> A violent ad concept torpedoed golf's hottest YouTube group, cost it major partners, and exposed cracks in creator-led businesses.
- Title: Good Good's Callaway ad crisis topples two executives
- Summary: A violent ad concept torpedoed golf's hottest YouTube group, cost it major partners, and exposed cracks in creator-led businesses. Creator companies scaling…
- Keywords: good good, callaway, youtube, creator economy, ad controversy, violence against women, matt kendrick, garrett clark, alexis miestowski, dicks sporting goods, pga tour, golf channel
- Source: Business Insider — https://businessinsider.com/good-good-callaway-ad-controversy-fallout-2026-9
- Author: Lucia Moses
- Published: 2026-09-17T09:00:02.561+00:00
- Read time: 2 min
- Topics: good good, callaway, youtube, creator economy, ad controversy, violence against women, matt kendrick, garrett clark, alexis miestowski, dicks sporting goods, pga tour, golf channel
## 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.
## Key takeaway

Creator companies scaling fast often lack the oversight and professionalization that brand partners expect, and one misstep can unravel years of growth.