After a few days to consider the substantial backlash from a failed parody marketing video that showed a woman being shoved to the ground, yesterday both Good Good and Callaway’s corporate leaders offered stronger, second apologies that the video was a “mistake” and “the content was inappropriate”.
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In a statement posted on the company’s social media channels, Callaway chief executive Chip Brewer, who signed the statement with the word “Humbly”, said, “While the video was produced by Good Good, it was approved by Callaway prior to posting. That approval should never 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 apologise for the video. The content was inappropriate and does not reflect our values. To be clear: we are unequivocally against discrimination, domestic violence, or threatening behaviour of any kind.”
The marketing video was designed to promote the launch of two new Callaway Quantum drivers under special Good Good branding. Good Good Quantum drivers are still for sale on Good Good’s site, but not on Callaway’s. Golf Digest has inquired with Callaway about if it will continue to sell Good Good drivers, and the company has yet to respond.
Good Good’s chief executive Matt Kendrick offered a similar take in a message on LinkedIn, suggesting the video was meant to be a parody of the movie “Obsession” that “missed the mark”.
“Regardless of what we intended, we are responsible for what we put into the world and how it is received. We got this one wrong,” his statement read.
Kendrick indicated a change in the process for vetting its content prior to posting, including his personal review of marketing content “for the foreseeable future”.
While the video drew an outpouring of criticism throughout social media, it also called into question Good Good’s relationship with the PGA Tour, which includes the naming sponsorship of the Good Good Championship, scheduled as a FedEx Fall event in Austin, Texas, from November 12-15. PGA Tour chief executive Brian Rolapp held a wide-ranging press conference overnight, and when asked whether Good Good had taken enough accountability for the problematic video, Rolapp was clear.
“I think initially, no,” he said. “I think what we saw was concerning. It’s 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 we… I think their responses are getting better. I think we’ve seen some things this morning, we’ve had some conversations with them. So we’ll continue to monitor and work with them moving forward, but no, we were disappointed in what we saw.”
He later was asked about the status of the November tournament’s sponsorship.
“It’s a bit of a fluid situation,” he said. “We were disappointed at first. It sounds like in the past 24 hours they’ve made some progress. We’ll continue to monitor the situation, see how it develops.”
For its part, Callaway, which entered into a collaborative partnership with Good Good in 2023, seems to be re-examining the way the two entities interact. Brewer’s statement refers to “conducting internal and external investigations” and that “we… have already made changes to our approval processes aimed at ensuring that this will never happen again”.
Both Brewer and Kendrick used words that suggested the video was not consistent with how other actions have supported a more inclusive approach. Specifically, Brewer said, “We believe we have been a positive force for inclusion and diversity in the game of golf. This video was completely inconsistent with that. I assure you that we will learn from this and do better.”
Kendrick’s statement said Good Good’s intention is “to make the game more fun, approachable and welcoming to people who may not have felt like golf was for them”. It also alluded to the company having previously established the Good Good Girls brand. “We believe deeply in what they are building and in the opportunity we have to introduce more women and girls to this game. That commitment existed long before this mistake, and it will continue long after it,” Kendrick said.
Of course, the second round of apologies, both of which came days after the video was launched and in Callaway’s case late on Tuesday afternoon (Australian time) may not have changed many opinions. The backlash on social channels continued, including more than 133,000 reactions on Callaway’s Instagram page where the negative tone was palpable. Said one: “It wasn’t a mistake if it was approved. Fire the people responsible, every single one. Make sure when you hire back you promote diversity. If you want to represent diversity then hire it, let their voices be heard. I promise a woman anywhere in that approval chain would not have signed off. Drop Good Good. Then, donate to a local women’s domestic violence shelter and make amends. Like actual amends, not empty promises. Post during peak hours, don’t hide. Learn something from this. For real.”
