GoodGood Golf, already under fire over ad, now faces $1m lawsuit from former executive

GoodGood Golf, the US golf content company that drew fierce backlash over an advertisement showing a woman being shoved to the ground, is now facing a lawsuit seeking more than $1 million in damages. A former executive fired in the wake of the ad controversy has taken legal action, alleging the company damaged his reputation by making him a scapegoat.

According to recent reports by People and Front Office Sports, Jeffrey Lefkowitz, GoodGood Golf's former vice president of brand and marketing, filed a defamation lawsuit against the company and former CEO Matt Kendrick.

Lefkowitz filed the complaint Oct. 29 in Dallas County court in Texas. He argued that the company blamed him for approving the violent scene in the ad even though he had not done so, and called for more than $1 million in damages.

The controversy began with a golf driver advertisement released Aug. 20. The ad featured GoodGood Golf co-founder and golf influencer Garrett Clark shoving female golfer Alexis Miestowski to the ground and then threatening her to keep her hands off his driver.

The video drew an immediate wave of criticism for trivializing violence against women. GoodGood Golf pulled the ad and issued an apology the same day, but the backlash continued. An established major brand that had co-launched the driver with the company also acknowledged it had approved the ad in advance and apologized.

The fallout cost GoodGood Golf its title sponsorship deal with a PGA Tour event. The company also severed ties with Golf Channel, and some major retailers pulled its products from their stores.

As the controversy grew, GoodGood Golf fired Lefkowitz on Aug. 26. CEO Kendrick and President Joe Flannery then stepped down on Sept. 2.

Lefkowitz pushed back, saying the company's effort to assign blame had gone in the wrong direction. In his complaint, he said the ad script he approved contained no scene of a woman being shoved, and that the scene was added on set while he was away. He also said the finished ad was reviewed by other company executives and cast members.

He further alleged that Kendrick initially acknowledged final responsibility for the ad but later shifted blame onto the marketing team during media interviews.

GoodGood Golf launched as a YouTube channel in 2020 and built a following among younger golf fans. The company had expanded into golf equipment and apparel sales and broadcast programming, but the ad controversy has cost it several major business partners.