Inside Good Good's Callaway ad crisis, which led to exec exits and lost partners

Good Good, a YouTube supergroup, had just unveiled a partnership with Callaway, a renowned golf equipment maker. The announcement was met with enthusiasm, as the duo's high-energy pranks and challenges were now backed by a blue-chip company. Good Good had followed up the deal with retail partnerships and a $45 million investment. The creator economy seemed to be giving new life to an aging sport.

However, the partnership took a turn for the worse when Good Good released a controversial ad with Callaway. The ad, called "The Driver," depicted one of the cofounders, Garrett Clark, tackling a female member of the group, Alexis Miestowski, while saying "Do not touch my new driver." The creators claimed the ad was a riff on the horror movie "Obsession," meant to depict Clark's obsession with the golf club. But the backlash was swift and fierce.

Critics argued that the ad was a poor attempt at humor and promoted violence against women. The ad was pulled, and both Good Good and Callaway issued apologies. The controversy led to Callaway cutting ties with Good Good, and other key partnerships evaporated. Good Good's CEO, Matt Kendrick, was replaced, and several other executives were let go. Dick's Sporting Goods also removed Good Good products from its shelves.

The fallout was severe, and Good Good's image suffered a significant blow. The group's earlier campaign promoting inclusivity and reaching new audiences seemed out of touch in the aftermath of the ad. The crisis highlighted the risks creators face when professionalizing their businesses, as audiences demand authenticity but brands must also protect their reputations.