American golf brand Good Good has sacked its chief executive and president following backlash over a controversial advert that showed a woman being pushed to the ground after reaching for a golf club.
As reported by BBC Sport on Thursday, the company said it had parted ways with CEO Matt Kendrick and president Joe Flannery following the release of the advert, which was created for golf club manufacturer Callaway.
Good Good vice-president of brand and marketing Jeffrey Lefkovits was also dismissed earlier this week.
The advert showed Good Good co-founder Garrett Clark rushing towards professional golfer and Good Good content creator Alexis Miestowski and pushing her to the ground before shouting: “Do not touch my new driver.”
The video drew widespread criticism, with viewers accusing the company of making light of violence against women.
Good Good and Callaway later removed the advert and issued apologies.
Callaway subsequently ended its partnership with Good Good, saying it would donate $1 million to organisations working to prevent violence against women and support victims.
Good Good, which has about 2.1 million subscribers on YouTube, has also stepped away from its sponsorship of a PGA Tour event in Austin, Texas, in November.
Several retailers have also removed Good Good products from their shelves following the controversy.
Nahid Giga, a Good Good board member and investor, has been appointed interim chief executive.
Head of finance and operations Alex Puchala described the executive departures as a “difficult day for the entire Good Good family”.
He said the company was encouraged by continued support from fans and remained focused on “moving forward and building the next chapter of the company”.
Good Good launched its YouTube channel in 2020 and has grown into one of the largest golf content creators, producing videos featuring men and women competing in golf challenges as well as television shows, advertisements and golf merchandise.