Good Good CEO Kendrick Blasts Callaway, Then Walks It Back

Good Good Golf CEO Matt Kendrick criticized Callaway on social media early Friday, hours after the club maker ended its partnership with the content-creator brand over a widely condemned driver advertisement.

What did Kendrick say about Callaway?

At 3:38 a.m. ET, Kendrick posted on X accusing Callaway of approving the ad, then pushing blame onto Good Good before cutting the partnership as part of a coordinated media campaign. The post referenced Callaway's pledge of $1 million to organizations that combat violence against women, announced alongside Thursday's decision to sever ties with Good Good, suggesting the donation was meant to smooth over the split. Kendrick also responded to a follower who suggested Good Good sue Callaway, indicating he would not rule it out, though that reply was later deleted. It was his first activity on X since 2015.

How did Kendrick's tone change later in the day?

Later Friday morning, Kendrick spoke by phone with David Rumsey of Front Office Sports and walked back much of his criticism, saying Good Good was not actively considering a lawsuit and that the post had been an impulsive reaction. He said he had not watched the ad before it was posted and that Good Good had dealt with those responsible internally. Asked why he went public, Kendrick pointed to the personal toll on his family: "You don't like being kicked when you're down," he said.

Kendrick's public anger and his calmer explanation to reporters described two very different versions of the same 24 hours.

What is the backstory?

The ad, posted Aug. 21 to promote a new Callaway x Good Good driver, showed Good Good co-founder Garrett Clark shoving fellow creator Alexis Miestowski and drew immediate backlash for depicting violence against a woman. Callaway had approved the spot before it went up. Golf Galaxy pulled Good Good merchandise from its stores that Tuesday, and Golf Channel later canceled its "Big Break x Good Good" reboot after losing its title sponsor. Good Good also withdrew Thursday as title sponsor of its namesake PGA Tour event in Austin, scheduled for Nov. 12-15. Callaway said its internal review process fell short and that approving the ad should not have happened.

Who else has weighed in?

Sorenstam, a Callaway ambassador and 10-time LPGA major winner, posted on Instagram Thursday night rejecting the ad as inconsistent with the company's values and those of CEO Chip Brewer, crediting Callaway as a longtime supporter of women's golf. PGA Tour commissioner Brian Rolapp had earlier described the ad as concerning and called Good Good's initial response disappointing, speaking at a news conference ahead of the Tour Championship.

Kendrick said he still hopes to work with the PGA Tour again, describing its handling of the situation as professional throughout.