What a statement LPGA Commissioner Craig Kessler is making! He called the controversial Good Good–Callaway advertisement "brutal" and "heart-wrenching," which is currently shaking up the golf scene. Tensions between traditional professional golf and the modern entertainment game are escalating, and Kessler is clearly drawing the line.
The bone of contention: In August this year, Good Good promoted a new Callaway driver with a clip in which co-founder Garrett Clark pushed his colleague Alexis Miestowski to the ground as she reached for the club. Intended as a parody, it drew massive criticism, with many deeming the portrayal of violence against women unacceptable. Callaway, who had even approved the spot beforehand, subsequently ended the collaboration and donated $1 million to organizations combating violence against women.
Damage Control with a Statement
On Tuesday at the Front Office Sports Tuned In Summit, Kessler did not hold back criticism, emphasizing that society still has a long way to go regarding violence against women. Despite his harsh words, however, he spoke against a definitive 'canceling' of Good Good. He argued that 'good people also make mistakes' and there must be room for remorse and forgiveness – coupled with responsibility and behavioral change.
The Consequences Unfold
The consequences for Good Good were massive: The team withdrew as title sponsor of a PGA Tour event scheduled for November, and major retailers like Dick’s Sporting Goods and Golf Galaxy reportedly removed Good Good merchandise from their shelves. The planned revival of Big Break x Good Good for 2026 was also canceled. The content giant took a short break but returned with a series that took them through all 50 US states.
