Good Good TV show, merch pulled from stores across America after spoof promo video sparks woke backlash

The Golf Channel announced Wednesday that it is postponing the premiere of “Big Break x Good Good,” which had been scheduled to air Tuesday night. The network said the premiere will now take place next Tuesday, September 1, allowing time for production changes after one of the show's sponsors requested that its branding be removed from the series. The move comes after backlash over a now-deleted Callaway advertisement produced by Good Good that showed co-founder Garrett Clark shoving professional golfer and Good Good creator Alexis Miestowski to the ground.

The clip that spread online showed Miestowski reaching toward a Callaway driver before Clark rushed toward her, pushed her down and stood over her. “Do not touch my new driver,” Clark says in the video.

But the viral clip doesn't show the full advertisement. The larger production was made as a horror-movie-style spoof centered around the driver and Clark. The portion showing Miestowski being shoved was repeatedly shared on its own with deceptive editing, leading to criticism from people who accused Good Good and Callaway of making light of violence against women.

Good Good removed the advertisement and was forced to apologize, saying it “ultimately depicted actions that are not aligned with our values as a brand.” Callaway later said that it had approved the advertisement, seeing nothing wrong with it, before it was published. CEO Chip Brewer said the approval “should never have happened” and announced internal and external investigations into the incident.

“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,” Brewer said.

Items were reportedly also pulled from Dick's Sporting Goods stores. Other golfing companies were seen advertising off of the controversy.

The backlash has now reached the PGA Tour. The Telegraph reported that pressure is mounting on the Tour to sever ties with Good Good as the title sponsor of the inaugural Good Good Championship, scheduled for November 12-15 at Omni Barton Creek in Austin, Texas. The report said alternate sponsors are already lined up if the partnership is dropped.

Good Good merchandise has also reportedly disappeared from PGA Tour Superstore, while products were removed from Target's website amid the continuing fallout. The PGA Tour previously addressed the controversy, saying it does not condone violence and that the deleted video did not reflect its values or commitment to inclusivity and respect.

In a statement, CEO Matt Kendrick explained that the aim of the video was to parody recent hit horror flick Obsession.

“We made a mistake, and as CEO of Good Good, I own it. Over the last few days, I've spent a lot of time thinking about the ad we released and the response to it.

The concept was intended to parody a scene from the movie Obsession. The execution missed the mark. I understand why people found it insensitive, and I want to be clear that neither I nor anyone at Good Good condones violence of any kind. 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.

For the past six years, we've worked incredibly hard to build Good Good into something that has a positive impact on golf. Our goal has always been to make the game more fun, approachable and welcoming to people who may not have felt like golf was for them.

Women's golf is an important part of that. We have supported and grown Good Good Girls and created real opportunities for them. 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.

But pointing to the good things we've done doesn't erase a bad decision. What matters now is what we do next.

We removed the ad and apologized. We are changing our creative review and approval process to make sure more perspectives are represented before something goes out. For the foreseeable future, I will personally review content coming from our marketing teams. We will make sure this never happens again.

I'm proud of what our team has built over the last six years, but being proud of our history also means holding ourselves accountable when we don't live up to it.

We got this wrong. We'll learn from it, we'll be better because of it, and we'll continue doing everything we can to make Good Good a positive force in golf for women and men," the statement concludes.

Good Good has more than 2 million YouTube subscribers and has become a major force in the golf world.