The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned whether the popular digital brand Good Good Golf has taken sufficient responsibility for a contentious promotional video that featured a new Callaway driver. The clip, which was posted online last week by the content creators—who also serve as the title sponsor for an upcoming PGA Tour tournament slated for this autumn—was swiftly removed after it attracted a wave of criticism for depicting violence against a woman. In the original footage, a man is seen forcefully shoving a woman to the ground as she reaches for his newly‑released Callaway driver. While she lies on the floor, the man warns her not to touch the club, creating a scene that many viewers found both unsettling and contrary to the sport's values of respect and inclusion.
The backlash was immediate and intense, prompting Good Good Golf to issue an apology via a social‑media post and prompting Callaway Golf to acknowledge that "mistakes were made" in the way the incident was handled. During a press conference held ahead of the Tour Championship, Rolapp was asked directly whether Good Good Golf had demonstrated enough accountability for the episode. He responded, "I think initially no.
I think what we saw was concerning, is clearly not aligned with PGA Tour values. We take it very seriously.
I think their initial response was disappointing. It was a bit defensive and late.
But I think the responses are getting better. 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." Good Good Golf began as a YouTube channel in 2020 and has grown to become one of the largest creators of golf‑related content worldwide.
Its influence has expanded beyond digital videos to include a televised tournament—the Good Good Championship—scheduled for November 12‑15 as an official PGA Tour event. The brand’s rapid rise has given it a significant platform, which makes the standards it upholds especially important. In its apology posted on X (formerly Twitter) on Saturday, Good Good Golf wrote, "We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand.
We have since taken that content down, and sincerely apologise. 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." The statement emphasized a commitment to inclusivity and promised that future content would reflect those principles. Callaway Golf, the manufacturer of the driver featured in the video, expressed disappointment over the incident but also thanked Good Good Golf for addressing the issue. In an extended statement released on Tuesday, Callaway CEO Chip Brewer said, "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 controversy also had immediate ripple effects on other media projects. 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 involved in the promotional video included Good Good Golf co‑founder Garrett Clark and regular content creator Alexis Miestowski. Both have been prominent faces of the brand, appearing in a variety of videos, apparel lines, and other merchandise that the company produces.
The partnership between Good Good Golf and Callaway Golf began in 2023 and has since yielded multiple collaborative projects, including co‑branded equipment and digital campaigns. The incident raises broader questions about the responsibilities of influencers and content creators when they align with major sports organizations. While digital platforms offer unprecedented reach, they also demand heightened sensitivity to issues such as gender equity and respectful representation.
The PGA Tour’s values explicitly promote integrity, respect, and inclusivity, and any content that appears to contradict these principles can quickly become a liability for both the Tour and its partners. In response to the fallout, the PGA Tour indicated that it will continue to monitor Good Good Golf's output and work closely with the brand to ensure future content aligns with the Tour’s standards. This ongoing dialogue suggests that the Tour is taking a proactive stance, rather than merely reacting after the fact.
The episode serves as a reminder that even well‑intentioned marketing efforts can misfire if they overlook the broader cultural context. For Good Good Golf, the lesson appears to be a need for more rigorous internal review processes and clearer guidelines for what is acceptable in promotional material. For Callaway Golf, the situation underscores the importance of vetting partner content before granting approval, especially when the content will be associated with a high‑profile product launch. Moving forward, both companies have pledged to learn from the misstep.
Good Good Golf emphasized a renewed focus on inclusivity and respect, while Callaway Golf committed to tighter oversight of its collaborations. The PGA Tour, meanwhile, reaffirmed its dedication to upholding the sport's core values and promised to keep working with its partners to ensure that all public-facing material reflects those ideals.
The broader golf community has responded with a mixture of criticism and support. Some fans have expressed disappointment, noting that the video contradicted the sport’s reputation for gentlemanly conduct. Others have praised the swift apologies and the willingness of the involved parties to address the issue head‑on.
The incident may ultimately serve as a catalyst for more thoughtful and inclusive content creation within the golf world, encouraging creators to consider the impact of their narratives on all audiences. In summary, the controversy surrounding the Good Good Golf video highlights the delicate balance between innovative marketing and the responsibility to uphold the values of the sport. The PGA Tour’s leadership, represented by Brian Rolapp, has made clear that accountability and alignment with core principles are non‑negotiable. Good Good Golf and Callaway Golf have both issued apologies and outlined steps to prevent similar occurrences in the future.
As the Good Good Championship approaches in November, all eyes will be on how the brand demonstrates its renewed commitment to inclusivity, respect, and the spirit of the game.