The long version
An ad, an apology, and 8.1 million women who were already here.
August 2026
This page exists because people keep asking what set this off, and because a brand that will not say plainly what it is reacting to is not worth buying from. Every fact below has a source. Nothing here is our characterization of what happened. It is what was reported, and in most cases what the companies said themselves.
In August 2026, Good Good Golf published a short promotional video for a co-branded driver made with Callaway. In it, one of the company's co-founders shoves a member of their own team to the ground as she reaches for the club, then stands over her and says, "Do not touch my new driver." The caption read "You have been warned."
The video ran roughly fifteen seconds. It was posted and deleted the same day.
We are not naming the woman in it. She has said nothing publicly, she was reported to have received abuse online afterward, and she did not choose any part of this.
Golf Digest, August 22, 2026. Golf Monthly, August 23, 2026. CBS News and ABC News, August 25, 2026.
Good Good apologized the following afternoon, saying the video "ultimately depicted actions that are not aligned with our values as a brand."
Callaway's first statement said it was "disappointed by the content that was posted, and are appreciative of Good Good for addressing this."
Three days later, Callaway's chief executive said something more direct:
"While the video was produced by Good Good, it was approved by Callaway prior to posting. That approval should never have happened."
On August 27, Callaway said that "violence against women is unacceptable and should never be trivialized, normalized or used as entertainment." It ended the partnership effective immediately and committed one million dollars to organizations working to prevent violence against women and to support survivors.
Golf Channel and Golf Digest, August 22, 2026. CBS News, ABC News and Front Office Sports, August 25, 2026. Golf Digest, GOLF.com, CNN and NBC News, August 27, 2026.
ESPN and Front Office Sports, August 26, 2026. Golf Channel, ESPN, Golf Digest and Golf News Net, August 27, 2026. Golf Digest and NBC News, August 25, 2026.
It would be easy to read this brand as a joke at one company's expense, and easier still now that the company has lost its equipment partner, its tour sponsorship, its television series and its shelf space at three national retailers. We are not interested in that. Piling onto a business that has already been answered for, by its own partner and by the tour it sponsored, is not a point of view. It is a bandwagon.
The name is not aimed at a company. It is aimed at the assumption underneath the ad: that women in this sport are a prop you can knock over for fifteen seconds of attention, and that the people who would be offended are not the people who buy anything.
There are 8.1 million women and girls playing golf on courses in the United States, the highest number ever recorded. That is 28 percent of everyone who plays a round, up from 20 percent in 2012. Between 2020 and 2025 women and girls accounted for 52 percent of the net growth in on-course golf. Women are 35 percent of beginners and 35 percent of junior golfers, which means that share is still climbing.
Those numbers were true the week before the ad and they will be true long after everyone has stopped talking about it. To be plain about the timing: this brand would not have started in August if that ad had not been posted. It was, and we are not going to pretend otherwise.
National Golf Foundation, "The Record Rise of Female Golf," May 28, 2026, and NGF Golf Industry Facts. Figures are United States only and count on-course participation.
One cap, one colorway, a hundred of them, made properly and quiet enough to wear at a club older than any of this. That is the whole company right now. If it works we will make a polo. If it does not, at least the point was made in something you can actually wear.
Good Good Golf, Callaway and the other names on this page belong to their owners. Good Riddance Golf is not affiliated with, endorsed by, sponsored by, or connected to any of them. This page is commentary on a matter of public record, and every claim on it is sourced above.