The fallout between Good Good Golf and Callaway has taken another dramatic turn, with Good Good CEO Matt Kendrick now publicly challenging the equipment giant over the controversial advertisement that triggered a wave of backlash.
What initially appeared to be a marketing controversy has quickly developed into a much bigger dispute, with Kendrick claiming that Callaway was involved in the creation and approval of the advert before eventually distancing itself from Good Good.
Kendrick has alleged that Callaway Golf asked Good Good to make the advertisement and approved itbefore the campaign was released.
Now, following Callaway’s decision to end its relationship with Good Good, Kendrick has questioned the company’s handling of the situation and accused it of attempting to protect its own reputation.
He claimed Callaway is now trying to “cover it up by giving a million dollars away,” referring to the company’s reported $1 million commitment to organizations supporting women affected by violence.
The comments mark a significant escalation between the two sides.
Kendrick has also been increasingly vocal on X, where he indicated that he is “not opposed” to suing Callaway.
In another exchange, he agreed with a post suggesting that Callaway had effectively “set Good Good up.”
He also signalled that Good Good could potentially boycott Callaway Golf, responding “I’m down to boycott Callaway Golf.”
Those comments came after Callaway officially announced that it had cut ties with Good Good following the controversy surrounding the Quantum driver advertisement.
The advert featured Good Good co-founder Garrett Clark tackling fellow creator Alexis Miestowski to the ground after she reached for his new driver. Clark then warned her not to touch the club.
Although Good Good said the scene was intended as a parody, the advert sparked widespread criticism over its depiction of violence against a woman.
The campaign was subsequently removed, and both Good Good and Callaway issued apologies.
However, the consequences have continued to mount.
Good Good also stepped down as sponsor of a planned PGA Tour event scheduled for November, while its merchandise was reportedly removed from major retailers including Golf Galaxy, Target and PGA Tour Superstore.
The Golf Channel’s Big Break x Good Good project was also cancelled, adding another major setback for the golf-content company.
Callaway’s decision to sever ties therefore represented only one part of a much broader collapse in commercial partnerships surrounding Good Good.
Kendrick’s latest comments now introduce another layer to the story: whether the controversial advert was simply a major marketing mistake or whether Good Good believes it was unfairly left to absorb the consequences of a campaign that Callaway allegedly helped develop and approve.
For now, Callaway has publicly moved on from the partnership, while Kendrick appears determined to keep asking questions about what happened behind the scenes.
And with the possibility of legal action now being mentioned publicly, the Good Good-Callaway dispute may be far from over.
