Golf giant Callaway apologises after ad sparks outcry

Golf equipment manufacturer Callaway expressed regret on Tuesday for a canceled advertisement that depicted a male golfer violently shoving a female player to the ground. The commercial, which was released online before being withdrawn, sparked widespread criticism over the portrayal of violence against women and prompted calls for a boycott of Callaway products.

Callaway's CEO, Chip Brewer, announced in a statement that the company had initiated an investigation into the approval process of the advertisement, which was produced by golf media firm Good Good Golf and approved by Callaway. Brewer emphasized that the mistake was unacceptable and that the company was taking the matter seriously while it dealt with the consequences and completed its investigation.

He reaffirmed Callaway's unequivocal stance against discrimination, domestic violence, and threatening behavior of any kind. The online ad featured Good Good co-founder Garrett Clark forcefully pushing Epson Tour professional player Alexis Miestowski to the ground when she attempted to reach for his new driver, followed by a warning against touching his new driver.

Good Good Golf had already apologized for the controversial advertisement, stating that it posted content that was not aligned with their brand values and would continue to ensure inclusivity in the game of golf. Good Good Golf's partnership with the PGA Tour as the title sponsor for the inaugural Good Good Championship in Austin, Texas, in November, was also put at risk.

PGA Tour CEO Brian Rolapp expressed dismay at the advertisement and Good Good's handling of the controversy, noting that the company's initial response was disappointing and defensive. However, Rolapp acknowledged that the company's subsequent responses showed improvement and indicated a willingness to work with them moving forward.