Good Good Golf hit with $1m lawsuit over controversial Callaway advert

The fallout from Good Good Golf's disastrous Callaway driver advert has taken another dramatic turn, with former vice-president of brand and marketing Jeffrey Lefkovits filing a $1 million defamation lawsuit against the company and its former CEO, Matt Kendrick.

Lefkovits filed the lawsuit in Dallas County district court on October 29, claiming Kendrick damaged his professional reputation by suggesting he and his marketing team were responsible for approving the controversial advert.

The video, released on August 20, sparked widespread outrage after Good Good co-founder Garrett Clark was shown aggressively shoving fellow creator Alexis Miestowski to the ground before delivering the line: "Do not touch my new driver."

The backlash was swift, with Good Good subsequently removing the advert and Clark issuing a lengthy apology on social media. 

However, Lefkovits's legal complaint paints a very different picture of how the video came together.

According to the lawsuit, he approved an original parody script that contained no physical aggression or suggestion of domestic violence. 

The controversial pushing scene was allegedly added later, during filming on August 6, while Lefkovits was away from the office.

The former executive claims he had no knowledge of the additional scene and played no part in its creation.

Watch the failed driver ad here: 

Good Good executives also under scrutiny

The lawsuit takes particular aim at Kendrick's public comments following the controversy.

Speaking to Front Office Sports on August 28, Kendrick reportedly said that although he had not personally watched the advert before its release, Good Good's marketing department had seen it and that those responsible had been removed.

Lefkovits argues this unfairly placed the blame on his department without a proper investigation.

The complaint also references an internal email sent by Kendrick on August 24, in which he reportedly accepted that ultimate responsibility rested with him as CEO.

There are also questions surrounding the advert's approval process.

According to the lawsuit, the initial script was presented to Callaway on August 4 and received a positive response. 

A later edit was circulated on August 18, with a former Callaway director of content and production reportedly responding that the advert was good to go.

The complaint further alleges that Good Good co-founder Max Putnam commented on the final edit without raising objections to the controversial scene.

The consequences have been enormous

The advert's impact extended far beyond social media criticism.

Good Good's relationships with Callaway, the PGA Tour and Golf Channel were subsequently cancelled or brought to an end. 

Major retailers, including Dick's Sporting Goods, Golf Galaxy and PGA Tour Superstore, also removed Good Good merchandise from their shelves.

The lawsuit claims products account for approximately 70 per cent of Good Good's revenue, highlighting the potential commercial damage caused by the controversy.

Lefkovits was dismissed on August 26, while Kendrick and former president Joe Flannery stepped down from their positions on September 2.

Now, Lefkovits is seeking more than $1 million in monetary damages, claiming the allegations surrounding his involvement in the advert have seriously damaged his career prospects and left him struggling to secure new employment.

Good Good has declined to comment on the legal proceedings.

A company spokesperson told Front Office Sports: "We're not commenting on any legal matters. Our focus remains on creating a positive environment for our players, partners, and fans, and the future of Good Good Golf."

With the lawsuit now adding another layer to an already extraordinary few months for Good Good, the full story behind one of golf's most controversial marketing campaigns may still have some way to run.