BREAKING UPDATE: Callaway, PGA Tour officially DROP partnerships with Good Good as viral ad fallout continues

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Callaway Golf has officially ended its relationship with Good Good in the latest fallout from the controversial advertisement that showed Good Good co-founder Garrett Clark shoving professional golfer Alexis Miestowski to the ground. In a statement released Wednesday, Callaway said it had completed its review of the incident and announced that it had "ended its relationship with Good Good, effective immediately."

The company also pledged $1 million to organizations working to prevent violence against women, provide resources to survivors, and support education and awareness efforts. The controversy has been disastrous Good Good, with the Golf Channel delaying the premiere of a new show featuring the golf media company and merchandise being pulled from major retailers.

"Over the last several days, we have listened and reflected deeply on the hurt and disappointment caused by the video we reposted," Callaway said. "We heard from individuals who shared personal experiences related to violence against women, and their stories were powerful reminders that this issue touches the lives of far too many people. Unequivocally, violence against women is unacceptable and should never be trivialized, normalized, or used as entertainment."

Callaway said its review determined that its content approval process "was not comprehensive enough" and that it had taken internal corrective actions and strengthened its approval procedures.

"These actions do not undo the harm caused or excuse our role in it," the company said. "We sincerely apologize to everyone who was hurt, disappointed, or offended by this incident."

The controversy began over a now-deleted Callaway advertisement produced by Good Good. A clip from the ad that went viral showed Miestowski reaching toward a Callaway driver before Clark rushed toward her, shoved her to the ground, and stood over her. "Do not touch my new driver," Clark says in the video.

However, the clip did not show the full advertisement, which was made as a horror-movie-style parody centered around the driver and Clark. According to Good Good CEO Matt Kendrick, the concept was intended to parody a scene from the recent hit horror flick Obsession.

The portion showing Miestowski being shoved was repeatedly shared on its own, leading to widespread backlash from critics who accused Good Good and Callaway of making light of violence against women.

Good Good removed the advertisement and issued an apology, with Kendrick saying the company had "got this one wrong."

"We made a mistake, and as CEO of Good Good, I own it," Kendrick said. "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."

Callaway CEO Chip Brewer had previously acknowledged that the company approved the advertisement before it was published, saying the approval "should never have happened." He announced both internal and external investigations into the incident.

The fallout has since spread throughout the golf industry. The Golf Channel announced Wednesday that it was postponing the premiere of "Big Break x Good Good," which had been scheduled to air Tuesday night. The premiere was pushed to next Tuesday, September 1, to allow for production changes after one of the show's sponsors requested that its branding be removed.

Clark, who appeared in the video, apologized profusely: “I personally want ⁠to apologize for playing a role in the skit, in this ad, at the magnitude that I did,” Clark said. “And then on Good Good’s behalf and on Good Good marketing team’s behalf, I wanted to say an apology as well ⁠because this is not at all what we stand for, the way that this ad was received is not how Good Good is, and it’s not ​what we stand for, once again. “I want everyone to know that ‌I do not support [domestic violence] abuse or any ‌of that of any kind.“

Callaway said it was committed to learning from the incident and ensuring that golf remains "a place where everyone feels respected, valued, and welcome."

Good Good merchandise has also been pulled from Target and Dick's Sporting Goods stores, while products were removed from PGA Tour Superstore.