Annika Sörenstam makes feelings clear on Callaway and controversial Good Good ad

Annika Sörenstam has come to Callaway's defence following the fallout from its controversial advertising campaign with Good Good Golf, while making it clear that she believes the advert itself was “terrible”.

The 10-time major champion has been a Callaway partner for more than three decades and remains one of the most recognisable faces associated with the brand. 

Sörenstam's comments came several hours after Callaway announced that had ended its relationship with Good Good Golf with immediate effect.

The controversy centres around an advert for the co-branded Callaway Quantum driver, which showed Good Good co-founder Garrett Clark tackling fellow creator Alexis Miestowski to the ground after she reached for his club.

Whilst standing over her, Clark then warned Miestowski: “Do not touch my new driver.”

The video was intended as a parody of the horror film Obsession, but the decision to portray a man physically attacking a woman over a club triggered widespread backlash. 

The advert was quickly removed, with both Good Good and Callaway issuing apologies.

Here's the deleted scene: 

Sörenstam has not attempted to defend the advert by any stretch of the imagination. 

Instead, the 55-year-old has drawn a clear distinction between the campaign and the Callaway she has known throughout her professional career.

“For over 30 years, I have been a proud partner of Callaway,” the 72-time LPGA winner posted on her Instagram page. 

“More importantly, for over 20 years they have supported my work with the ANNIKA Foundation, which aims to empower and advance young women through golf and in life.”

Sörenstam described the advert as “terrible”, but praised Callaway for acknowledging what had happened and taking action.

“They have acknowledged that, apologized, and taken significant action to address it,” she continued.

“I can say unequivocally that the ad does not reflect the values of Callaway or their CEO, Chip Brewer.”

The Swedish icon also highlighted Callaway's longstanding support for women's golf.

“Callaway is and has always been one of the strongest supporters of women’s golf on the LPGA and amateur level.”

Sörenstam's relationship with Callaway dates all the way back to 1993 after she turned professional, and she remains an ambassador for the company today. 

“Being a part of their family has been critical to my success and the success of countless other girls with big dreams,” she added.

Scroll down to read Sörenstam's post in full...

Callaway ends Good Good deal

Sörenstam's comments came as Callaway confirmed it had completed its review of the controversy and decided to end its relationship with Good Good, effective immediately.

In a statement released by the company, CEO Chip Brewer acknowledged the hurt caused by the video and said Callaway had heard directly from people with personal experiences of violence against women.

“Unequivocally, violence against women is unacceptable and should never be trivialized, normalized, or used as entertainment,” Callaway said.

The company also admitted that its content review process had not been comprehensive enough, promising to strengthen its approval procedures following the incident.

Perhaps the most significant part of Callaway's response is its decision to commit $1 million to organisations working to prevent violence against women, support survivors and improve education and awareness around the issue.

Callaway also acknowledged that its actions could not undo the harm caused.

“These actions do not undo the harm caused or excuse our role in it,” the company said, while apologising to those who had been hurt, disappointed or offended.

The decision brings an end to a partnership between Callaway and Good Good that began in 2023.

Read Callaway's statement in full:

Good Good fallout continues

The commercial consequences for Good Good have continued to mount.

The company has stepped away from its title sponsorship of the new PGA Tour event in Austin, Texas, scheduled for November 12-15, with the PGA Tour confirming that it supported the decision.

Golf Channel has also cancelled the planned Big Break x Good Good series, while major retailers including Dick's Sporting Goods and Golf Galaxy have removed Good Good items.

Good Good co-founder Clark has since apologised for his role in the advert, saying he was deeply uncomfortable after watching the footage back and stressing that the physical confrontation was staged.

Scroll down for Clark's video apology...

For Callaway ambassador Sörenstam, however, the issue is more nuanced. 

The former World No.1 has been unequivocal in condemning the ad while simultaneously defending the company she has worked with since the beginning of her professional career.

Her message is ultimately that Callaway made a serious mistake, has acknowledged it and taken significant action — but that one failed campaign should not define the company she has known for more than 30 years.