A war of words has erupted with golf equipment giant Callaway and the media firm behind an advert that showed a male golfer shoving a woman to the ground, after the commercial sparked widespread outrage.
Callaway severed ties with the brand over the ad, made by prominent YouTube golf platform Good Good Golf, while also pledging a $1 million donation to domestic violence organisations.
The firm has stepped away from sponsoring a PGA Tour event in November as a result of the backlash.
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The ad featured Good Good founder Garrett Clark knocking Epson Tour professional player Alexis Miestowski to the ground when she attempts to reach for his driver, before warning her: “Do not touch my new driver.”
Clark has since released an apology video; but company CEO and CEO-founder Matt Kendrick took to social media to slam Callaway for their handling of the incident, accusing the company of having approved the ad before backtracking.
“Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it,” Kendrick wrote on X.
It is his first post on the platform since November 2015.
In a since-deleted post, Kendrick responded to a message saying he should “sue Callaway for every single penny they’re owed plus damages”, writing “Not opposed”.
The ad, released online last week before being pulled, received heavy criticism for its depiction of violence against women, including calls for a boycott of Callaway products.
Callaway said it had reviewed the matter and “has ended its relationship with Good Good, effective immediately.”
“Over the last several days, we have listened and reflected deeply on the hurt and disappointment caused by the video we reposted,” it said in a statement.
“We heard from individuals who shared personal experiences related to violence against women, and their stories were powerful reminders that this issue touches the lives of far too many people.
“Unequivocally, violence against women is unacceptable and should never be trivialized, normalized, or used as entertainment.”
Callaway will commit $1 million to support organisations working to prevent violence against women, it added.
Good Good Golf, which centers its business around a successful YouTube channel aimed at bringing a younger audience to the sport, had already apologised for the controversial advert.
“We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand,” Good Good said in a statement.
Clark released an eight-minute video statement apologising for the ad, saying it was “not at all what we (Good Good) stand for” and offering “clarity” on how it passed muster.
“Good Good marketing team reached out to us and they said “We have this idea to essentially recreate or do a spin-off of the movie Obsession”, Clark said.
“The way that it’s going to work is Garrett is going to be obsessed with his driver, and anybody who touches Garrett’s driver will become possessed with the obsession of the driver.
“Looking back – super dumb ad concept, terrible ad in general. Not the greatest idea.”
However, he said that he didn’t “actually tackle” Miestowski.
“Most people probably knew that it was a complete skit and that I didn’t actually tackle a woman, so I want to say that first.
“I never would, and I didn’t.”
“Looking back at it: terrible concept, terrible ad.
“Once I watched it back, and it got posted. My skin was crawling, I was cringing.
“Even minutes after I saw it get posted, before it surfaced everywhere online, I thought it was the worst ad known to man.”
Good Good were set the title sponsor for the PGA Tour’s inaugural Good Good Championship in Austin, Texas in November.
However, the company revealed in a statement they would be stepping away after “thoughtful discussions” with the Tour.
“We recognise that we have work to do as an organisation, and our focus right now is on our team, our culture and ensuring we learn from this situation,” a statement reads.
“We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years.
“We remain committed to earning back trust, and we hope to work together again in the future.”
A replacement sponsor is yet to be announced.
PGA Tour chief executive Brian Rolapp said this week the circuit was dismayed by the advert and said Good Good’s initial handling of the controversy was “disappointing.”