The fallout between Good Good Golf and Callaway has taken another dramatic turn, with Good Good CEO Matt Kendrick and co-founder Garrett Clark publicly pushing back against the golf equipment giant.
The dispute follows the controversy surrounding the now-deleted Callaway Quantum driver advertisement featuring Clark and Alexis Miestowski.
The advert showed Clark tackling Miestowski to the ground after she reached for his new driver before warning her not to touch it.
Although the video was intended as a parody, it triggered widespread backlash and was eventually removed.
Both Good Good and Callaway apologized, but the situation has since escalated into a much bigger dispute.
Callaway officially ended its relationship with Good Good, leaving the content company facing the fallout from one of its most controversial campaigns.
Kendrick has now become increasingly vocal about what happened behind the scenes.
The Good Good CEO claims Callaway was directly involved in the creation of the advertisement, alleging that the company requested the campaign and approved it before it was published.
That claim has fueled Kendrick’s frustration with Callaway’s decision to later distance itself from the partnership.
Kendrick has also suggested that legal action could be considered.
He previously said he was “not opposed” to suing Callaway and agreed with a social-media post suggesting that Good Good had been “set up.”
He also indicated that he would support a boycott of Callaway Golf.
Clark, meanwhile, has remained at the centre of the controversy because of his role in the advertisement.
The backlash has had consequences beyond the Callaway partnership.
Good Good stepped down as sponsor of a planned PGA Tour event, while reports indicated that its merchandise was removed from several major retailers.
A planned Golf Channel project involving Good Good was also cancelled.
Callaway has attempted to respond to the controversy by apologizing for the advertisement and announcing a $1 million commitment to organizations supporting women affected by violence.
But Kendrick’s latest comments suggest the matter is far from settled.
At the heart of the dispute is a question that could become increasingly important if legal action follows: who approved the controversial advertisement and who should ultimately be held responsible for it?
Good Good and Callaway are now firmly on opposite sides of the issue, and what began as a marketing campaign for a new driver has developed into a serious business dispute.
With Kendrick openly challenging Callaway and legal action remaining a possibility, the Good Good-Callaway fallout could have another chapter still to come.