The chief executive of the PGA Tour, Brian Rolapp, recently voiced doubts about whether the digital media brand Good Good Golf had taken sufficient responsibility for a contentious promotional video that featured a new Callaway driver. The clip, released last week by the popular content creators who also serve as the title sponsor for an upcoming PGA Tour event this fall, was swiftly removed after it sparked 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 after she reaches for his newly launched Callaway driver. While she lies on the turf, the man warns her not to touch the club, creating a scene that many viewers found unsettling and inconsistent with the sport's values of respect and inclusivity. The backlash was immediate, with fans, commentators, and advocacy groups condemning the portrayal as an unacceptable example of gender‑based aggression. Good Good Golf responded with a public apology posted on the social media platform X (formerly Twitter).
In the statement, the brand acknowledged that the video "depicted actions that are not aligned with our values as a brand," and announced that the content had been taken down. The apology emphasized Good Good's long‑standing commitment to making golf more inclusive for everyone and promised that the organization would continue to prioritize that mission moving forward. Callaway Golf, the equipment manufacturer whose driver was featured in the video, also issued a statement expressing disappointment.
Chief executive Chip Brewer released an extended comment on Tuesday, admitting that the approval process for the video had broken down. "The approval never should have happened.
Mistakes were made, and we are taking the matter very seriously," Brewer said, adding that Callaway would conduct a thorough investigation and issue a sincere apology for the incident. During a press conference ahead of the Tour Championship, Rolapp was asked directly whether Good Good Golf had shown enough accountability. He replied, "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 was launched as a YouTube channel in 2020 and has quickly risen to become one of the largest creators of golf‑related content online.
Its influence has grown to the point where the Good Good Championship is slated to become an official PGA Tour event from November 12‑15. The brand produces a range of media, including made‑for‑television shows, apparel lines, and other merchandise, and it first partnered with Callaway Golf in 2023. The fallout from the video extended beyond statements and apologies.
The Golf Channel announced that it would postpone the scheduled premiere of the reality series "Big Break x Good Good," which was set to air on Tuesday night. The decision came after one of the show's sponsors requested that its branding be removed from the series, prompting the network to delay the episode in order to make the necessary production updates. Key figures involved in the creation of the promotional video included Good Good Golf co‑founder Garrett Clark and regular contributor Alexis Miestowski.
Both were featured in the clip and have since been part of the broader conversation about the brand's responsibility to its audience and the wider golf community. The incident highlights several broader issues within the sports marketing ecosystem.
First, it underscores the importance of rigorous content review processes, especially when a brand's messaging can influence public perception of the sport's culture. Second, it brings to light the growing expectation that digital influencers and content creators must align their output with the ethical standards of the organizations they represent.
Finally, the episode serves as a reminder that the golf community, traditionally seen as conservative, is increasingly attentive to matters of gender equity and respectful representation. In response to the controversy, both Good Good Golf and Callaway Golf have pledged to implement stricter oversight mechanisms for future collaborations.
Good Good indicated that it would review its internal approval workflow, ensuring that any future content featuring partners undergoes a more thorough vetting process that includes checks for potential gender bias or other forms of discrimination. Callaway, for its part, said it would work more closely with its marketing partners to establish clearer guidelines and to provide additional training on inclusive messaging. The PGA Tour, for its side, has reiterated its commitment to fostering an environment where all participants—players, fans, and creators—feel respected and valued. Rolapp's comments signal that the Tour will continue to monitor the situation closely, maintaining an open line of communication with Good Good Golf while holding the brand accountable to the standards expected of a PGA Tour sponsor.
As the Good Good Championship approaches, the incident remains a cautionary tale about the power of media in shaping the sport's image. While the video was removed and apologies were issued, the lasting impact will depend on how effectively the involved parties translate their words into concrete actions that promote inclusivity, respect, and safety for everyone involved in golf.