Good Good Golf and Callaway Golf are facing a wave of backlash after releasing an ad that critics claim trivializes violence against women.

The ad, for a co-branded club, has been withdrawn from media platforms and both companies’ leaders have apologised. The video shows Good Good co-founder Garrett Clark shoulder-charging professional golfer and creator Alexis Miestowski, knocking her to the ground before standing over her and saying, “Do not touch my new driver”.

Founded as a YouTube channel in 2020, Good Good is one of the largest digital golf brands, producing online content, television programming, apparel, and other merchandise.

Critics accused the golf media brand of perpetuating sexist attitudes, with one raising the concern that viewers who have suffered from domestic violence may be triggered by watching it.

While the video has been removed from official channels, copies continue to circulate on social media, with creators and commentators featuring clips from it and commenting on its appropriateness.

Good Good released a statement, saying the advertisement (that they created and published) did not reflect the company’s values.

“We posted a video that ultimately depicted actions that are not aligned with our values as a brand,” said the company.

“We have since taken that content down and sincerely apologize. Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that is our mission moving forward.”

Callaway – which has partnered with Good Good since 2023 – also addressed the controversy.

“We are disappointed by the content that was posted and appreciate Good Good for addressing this,” said Callaway, which said that while the ad was approved by the company prior to posting, “that approval should never have happened”.

“The content was inappropriate and does not reflect our values. To be clear: We are unequivocally against discrimination, domestic violence, or threatening behaviour of any kind.”

“We look forward to working together to ensure a more inclusive space in golf,” Callaway concluded.

The advertisement drew widespread criticism across social media.

“Please stop framing this as a ‘mistake.’ You literally state that Callaway approved the video prior to posting. That makes it an intentional decision, not an accident. Your ‘regret’ seems to have started only after the public reaction. Shame on you,” Threads user Sabineinwonderland wrote.

“Sooo only when people started calling you out you ‘recognised the seriousness of the issue’ that’s seriously concerning…” wrote thetorturedbookdept.

“That ad was NOT a mistake. It was intentional. As in you INTENTIONALLY released an ad that promotes misogynistic abuse of a woman over a golf club,” wrote alohamauimickey.

“You are just upset because you revealed what your company really supports – violence against women – and you are being called out.”

Others argued the advertisement was intended as exaggerated humor rather than an endorsement of violence.

“Not really a fan of Good Good at all, but my god this has been blown so out of proportion,” Reddit user scarvalho555 wrote.

“It was a strange ad overall, but I thought it was inclusive. Anyone can catch these hands if they touch my driver, essentially,” Pocket_pool_champ added.

Adam Benjamin, CEO of StarkeMarketing and a self-described “marketing and advertising fanatic” posted on Threads, described the ad as “bad on so many levels”.

“Obviously, the creative and cultural judgment was severely lacking. A large man knocking a woman to the ground, standing over her, and acting menacingly should have set off alarms somewhere in the approval process.

“I don’t think Garrett, Good Good, or Callaway intended to make light of violence against women. But intent isn’t the only thing that matters. You also have to understand how your creative will be perceived once you put it into the culture.

“The creative showed poor judgment, the execution made the situation feel far more menacing than it needed to, and underneath all of the controversy was an even more basic problem: Why should I want the driver?” he continued.

“Great advertising can sell performance, identity, status, emotion or desire. But it still has to sell something.”

The controversy comes as the PGA Tour expands its partnership with Good Good. The golf media company is the title sponsor of the Good Good Championship, a FedEx Cup Fall event scheduled for November in Texas.

Responding to the controversy, the PGA Tour said the advertisement did not reflect its values.

“We do not condone violence in any form, and the since-deleted video does not reflect our values or commitment to inclusivity and respect,” the organization said.

On Threads, user Paulosinacup responded to Callaway’s apology with a telling comment: ‘It was one time. You know I didn’t mean it.”

• The latest controversy follows another recent incident in which Target drew criticism for listing a racist Halloween costume on its website.