\u2014 Matt Llewellyn (@MrMattBSN) August 22, 2026<\/a><\/p>\n Almost immediately, the ad drew backlash. Commenters on X, for instance, called it \u201cvery scary\u201d and \u201ca generationally stupid ad.\u201d By late Friday, both Good Good and Callaway had removed the video from their social media accounts, though copies continued to circulate online.<\/p>\n Good Good issued its first public apology late Saturday afternoon, saying the video depicted actions that weren\u2019t aligned with its values. Callaway followed with its own statement, saying it was \u201cdisappointed by the content.\u201d<\/p>\n But the outrage continued. On Monday, Good Good CEO Matt Kendrick took responsibility for the ad, telling The Wall Street Journal<\/a> that the full video was intended to spoof the horror movie Obsession, but acknowledged that the execution \u201cmissed the mark.\u201d Kendrick also said that, for the foreseeable future, he would personally review content from the company\u2019s marketing teams before it goes live.<\/p>\n Then early Tuesday, Brewer issued a stronger apology \u2014 and acknowledged a key detail Callaway\u2019s initial response had left out: The company itself had approved the video before it was posted.<\/p>\n \u201cThat approval should never have happened,\u201d Brewer said. \u201cMistakes were made, and we are taking the matter very seriously. I want to make it clear that we sincerely apologize for the video.\u201d<\/p>\n Brewer added that Callaway is conducting internal and external investigations and has already made changes to its approval process.<\/p>\n The PGA Tour has also spoken out (Good Good is the title sponsor of a new PGA Tour event set to debut in Austin this November). On Saturday, a spokesperson told\u00a0Golf Digest\u00a0that it \u201cdoes not condone violence in any form\u201d and said the video didn\u2019t reflect the organization\u2019s commitment to inclusivity and respect.<\/p>\n By Tuesday, the Tour sharpened its criticism of the debacle. During a press conference ahead of the Tour Championship, PGA Tour CEO Brian Rolapp called Good Good\u2019s initial response \u201cdisappointing\u201d and \u201ca bit defensive and late.\u201d When reporters asked whether the controversy could affect Good Good\u2019s sponsorship of the November tournament, Rolapp called it \u201ca bit of a fluid situation.\u201d<\/p>\n \u201cWe\u2019ll continue to monitor the situation and see how it develops,\u201d he added.<\/p>\n The controversy comes as women make up a growing share of the golf world. According to the National Golf Foundation<\/a>, the number of female golfers in the U.S.\u00a0jumped by 45 percent between 2020 and 2025. That might not sound like much, but it amounts to 2.5 million more players, bringing the total to a record 8.1 million. By comparison, the number of male golfers grew just 12 percent over the same period. Women now account for 28 percent of golfers \u2014 the highest share on record. Against that backdrop, how an ad like this got approved in the first place is even more of a head-scratcher.<\/p>\n Want more great content?<\/p>\n![\"wake-up](\"https:\/\/katiecouric.com\/wp-content\/themes\/kcm\/images\/WUC_logo_250px.svg\"\/){kind=logo}
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