On Tuesday, Callaway Golf’s CEO Chip Brewer issued an apology over a controversial advertisement that has provoked a storm of criticism online. The ad features a male golfer aggressively shoving a female golfer to the ground as she attempts to use his driver, sparking outrage and accusations of promoting violence against women.
The ad, which was initially distributed online but has since been retracted, drew scathing reviews from viewers. Many condemned the portrayal and some pledged to boycott Callaway’s products in response to the offensive imagery.
The contentious ad, crafted by Good Good Golf, was launched last week to market a co-branded driver and had received prior approval from Callaway before reaching the public eye. It showcased Garrett Clark, co-founder of Good Good, warning Alexis Miestowski, an accomplished former Division I golfer, with the phrase, “Do not touch my new driver,” after forcibly shoving her.
Though Good Good did not immediately comment, the company took to social media on August 22 to issue its own apology, reinforcing its commitment to inclusivity within the golfing community. Both Callaway and Good Good have yet to officially react further to press inquiries regarding the incident.
In addressing the situation, Brewer admitted, “That approval should never have happened. Mistakes were made, and we are taking the matter very seriously,” reinforcing Callaway’s regret and emphasizing the company’s genuine remorse over the video’s release. “I want to make it clear that we sincerely apologize for the video,” he stated.
Some social media users criticized Callaway’s apology.
“I’m deeply disappointed by Callaway’s response — and by the company itself,” one person wrote on social media in response to Brewer’s post, describing himself as a golfer who uses Callaway products. “Please stop framing this simply as a ‘mistake.’ Your own statement says the video was approved by Callaway before it was posted.”
Other commenters suggested that the company should donate to the Ladies Professional Golf Association and domestic violence organizations.
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Women are a source of growth for the golf industry, with the National Golf Foundation reporting a 45% increase in female golfers from 2020 to 2025. The male golfer population has increased 12% over the same time period, the group said.
Despite the growing number of women golfers, they remain a minority on the links, accounting for 28% of golfers. Still, that’s the highest proportion of female golfers on record, the National Golf Foundation said.
Alain Sherter