Good Good Golf VP of brand and marketing Jeffrey Lefkovits and Callaway Golf’s director of content and production Alex Upegui have both departed their respective companies in the continued fallout from an ad widely criticized on social media for trivializing violence against women, sources told Front Office Sports.

At least one additional Good Good employee, not yet identified, is also being let go, according to the report.

Upegui has held the role since 2023 and is believed to be the highest-ranking Callaway employee who signed off on the ad. Lefkovits had promoted to VP of brand and marketing in June.

In the ad released August 21, Good Good co-founder Garrett Clark is seen knocking over brand influencer Alexis Miestowski while she attempted to grab a Callaway driver before saying: “Do not touch my new driver.” The commercial was designed to be a parody of the hit indie horror film “Obsession.”

Good Good, which began as a YouTube platform and has since expanded into a lifestyle brand, took down the ad the following day and both Good Good and Callaway have offered several apologies, but the backlash has been intense.

By Tuesday, August 25, Golf Galaxy, Dick’s Sporting Goods, PGA Tour Superstore, and Target had pulled Good Good merchandise from their shelves, and Golf Channel said it was postponing its scheduled premiere of the reality show “Big Break x Good Good” because one of its sponsors asked out. Multiple reports said Golf Galaxy was that sponsor. Last Thursday, August 27, Callaway ended its partnership with Good Good and  pledged $1 million to “to support organizations working to prevent violence against women.” Good Good last Thursday announced it was stepping down as title sponsor of a PGA Tour event.

Matt Kendrick, CEO and co-founder of Good Good, early Friday morning went on X to again apologize and defend his company’s actions while hinting at a possible lawsuit against Callaway.

“Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it,” Kendrick wrote on X at 3:38 a.m. ET. “(The) 30 for 39 will be legendary.”

In a Front Office Sports interview, Kendrick took a much more measured approach and said that he is not actually considering a lawsuit.

Image courtesy Callaway Golf