American golf brand Good Good has taken decisive action by terminating two senior executives after facing backlash over a controversial advert. The advertisement, which depicted a woman being pushed to the ground while reaching for a golf club, sparked widespread criticism for trivializing violence against women.

The company announced that it had parted ways with chief executive Matt Kendrick and president Joe Flannery following the advert's release last month, which was created for golf club manufacturer Callaway. Additionally, Jeffrey Lefkovits, the vice-president of brand and marketing at Good Good, was also dismissed earlier this week.

Alex Puchala, head of finance and operations at Good Good, described the dismissals on Wednesday as a "difficult day for the entire Good Good family." In the wake of these events, Nahid Giga, a board member and investor, has been appointed as interim CEO.

Both Good Good and Callaway swiftly removed the advert and issued apologies. Callaway also ended its partnership with Good Good, committing to donate $1 million (£736,000) to organizations focused on preventing violence against women and supporting victims.

The fallout extended further as Good Good stepped away from its sponsorship of an upcoming PGA Tour event in Austin, Texas, scheduled for November, and its products were pulled from multiple retail shelves.

The controversial video featured Garrett Clark, a co-founder of Good Good, pushing Alexis Miestowski, a professional golfer and regular content creator, while exclaiming:

Do not touch my new driver.

Since launching its YouTube channel in 2020, Good Good has grown to become one of the largest content creators in golf, featuring various challenges with both male and female participants. Puchala expressed optimism, stating that Good Good remains "encouraged by the continued support" of its fans and is focused on building the next chapter of the company.