American golf brand Good Good has dismissed its chief executive officer, Matt Kendrick, and president, Joe Flannery, following backlash over a controversial advertisement that appeared to depict violence against a woman.
According to BBC Sport, the company confirmed on Thursday that it had parted ways with the two executives following the release of the advert, which was produced for golf equipment manufacturer Callaway.
Good Good’s vice-president of brand and marketing, Jeffrey Lefkovits, was also dismissed earlier in the week.
The advert featured Good Good co-founder Garrett Clark running towards professional golfer and Good Good content creator Alexis Miestowski before pushing her to the ground as she reached for a golf club.
Clark then shouted: “Do not touch my new driver.”
The video sparked widespread criticism, with viewers accusing Good Good and Callaway of trivialising violence against women.
Both companies subsequently removed the advert and issued public apologies.
Callaway later ended its partnership with Good Good and announced that it would donate $1m to organisations focused on preventing violence against women and supporting victims.
Good Good, which has approximately 2.1 million YouTube subscribers, has also withdrawn its sponsorship of a PGA Tour event scheduled to take place in Austin, Texas, in November.
Several retailers have reportedly removed Good Good products from their shelves following the controversy.
Nahid Giga, a Good Good board member and investor, has since been appointed interim chief executive.
The company’s head of finance and operations, Alex Puchala, described the executive departures as a “difficult day for the entire Good Good family.”
However, Puchala said the company remained encouraged by continued support from its fans and was focused on moving forward.
Good Good launched its YouTube channel in 2020 and has since grown into one of the biggest golf-content creators in the United States.
The company produces golf challenges featuring male and female players, as well as television programmes, advertisements and golf merchandise.
