The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned whether the influencer collective Good Good Golf demonstrated sufficient responsibility for a contentious promotional video that featured a new Callaway driver. The clip, which appeared online last week, was produced by the popular content creators who also serve as the title sponsor for an upcoming PGA Tour event slated for this autumn. After the video quickly attracted widespread condemnation for its depiction of violence against a woman, the creators removed it from their platforms. In the original footage, a man is seen forcefully shoving a woman who is reaching toward his newly‑released Callaway driver.
He pushes her to the ground and then warns her not to touch the club while she lies on the pavement. The scene sparked an immediate outcry on social media, with many observers labeling the content as misogynistic and inconsistent with the values of the sport.
Good Good Golf responded with an apology posted on the social network X (formerly Twitter). In that statement the company said it had taken down the video and expressed sincere regret for the incident. Callaway Golf, the equipment manufacturer featured in the ad, also issued a statement acknowledging that "mistakes were made" in how the situation was handled.
Both parties indicated that they would review internal processes to prevent a recurrence. When Rolapp was asked at a press conference ahead of the Tour Championship whether Good Good Golf had taken enough accountability, he answered that the initial response was inadequate.
"I think initially no. I think what we saw was concerning, is clearly not aligned with PGA Tour values," he said. He added that the organization’s first reaction seemed defensive and delayed, but noted that subsequent communications had shown improvement.
"We've had some conversations with them, so we'll continue to monitor and work with them going forward. But now, we were disappointed with what we saw," Rolapp continued.
Good Good Golf launched its YouTube channel in 2020 and has since grown into one of the largest golf‑focused media brands. The Good Good Championship is set to become a PGA Tour event from November 12‑15, making the partnership especially high‑profile. In its apology, the company emphasized its commitment to inclusivity: "Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that is our mission moving forward." Callaway Golf’s chief executive, Chip Brewer, released an extended statement on Tuesday, expressing disappointment with the video and appreciation for Good Good’s subsequent apology.
He admitted that the approval process for the content should never have taken place, stating, "The approval never should have happened. Mistakes were made, and we are taking the matter very seriously.
As we deal with the consequences of our mistake and complete our investigations, I want to make it clear that we sincerely apologize for the video." The fallout extended beyond the two companies. The Golf Channel announced that it would postpone the premiere of the reality series "Big Break x Good Good," which had been scheduled for Tuesday night. The decision came after one of the show's sponsors requested that its branding be removed from the program, prompting the network to delay the episode to allow for necessary production updates. Key figures from Good Good Golf, including co‑founder Garrett Clark and regular contributor Alexis Miestowski, were directly involved in the creation of the promotional video.
The brand, which produces television shows, apparel, and other merchandise, first partnered with Callaway Golf in 2023. That partnership had been marketed as a way to bring fresh, youthful energy to the sport and attract a broader, more diverse audience. The incident has reignited broader conversations within the golf community about the responsibilities of influencers and sponsors when creating content that reflects the sport’s image.
Critics argue that while digital creators bring valuable engagement, they must also adhere to standards that protect the integrity of the game and ensure respectful treatment of all participants, regardless of gender. Industry analysts note that the rapid response from both Good Good Golf and Callaway Golf, though initially perceived as sluggish, demonstrates an evolving awareness of the reputational risks associated with online content. They suggest that future collaborations will likely involve more stringent review protocols, clearer guidelines on acceptable conduct, and perhaps third‑party oversight to safeguard against similar missteps. For fans and stakeholders, the episode serves as a reminder that the cultural shift toward inclusivity in golf is ongoing and requires vigilance from all parties—players, sponsors, media outlets, and content creators alike.
As the PGA Tour moves forward, it has pledged to continue monitoring the situation and to work with partners who share its commitment to fostering a respectful, welcoming environment for everyone who loves the game.