American golf brand Good Good has sacked two senior executives following widespread criticism over an advert that depicted a woman being pushed to the ground. Chief executive Matt Kendrick and president Joe Flannery have departed the company.
Jeffrey Lefkovits, Good Good's vice-president of brand and marketing, was also dismissed earlier this week. Alex Puchala, head of finance and operations at Good Good, described Wednesday's dismissals as a "difficult day for the entire Good Good family."
The controversial advert, created for golf club manufacturer Callaway, showed Good Good co-founder Garrett Clark pushing professional golfer Alexis Miestowski to the ground while shouting, "Do not touch my new driver." The video drew accusations of making light of violence against women.
Last month, both Good Good and Callaway removed the advert and issued apologies. Callaway subsequently ended its partnership with Good Good and committed to donating $1m (£736,000) to organisations working to prevent violence against women and support victims. Good Good has also withdrawn its sponsorship of a PGA Tour event in Austin, Texas, scheduled for November, and its products have been removed from several retailers.
Nahid Giga, a board member and investor, has been appointed as interim CEO. Puchala stated that Good Good is "concouraged by the continued support" of its fans and is "focused on moving forward and building the next chapter of the company."