Inside Good Good's Callaway ad crisis, which led to exec exits and lost partners

Octavio Passos; Jared C. Tilton/Getty Images; Alyssa Powell/BI The stars of YouTube supergroup Good Good could hardly contain their enthusiasm as they unveiled an expansive partnership with one of golf's best-known names: Callaway. "It's a dream of ours," one said, as another gushed it would be "super dope." That was 2023, and the reveal — which Good Good called its "biggest announcement yet" — felt like a sign of golf's new era. Good Good's high-energy pranks and challenges were getting the backing of a blue-chip equipment maker. Good Good followed the deal up with a string of retail partnerships and $45 million in investment. The creator economy had come to breathe new life into an aging sport, and Good Good was its star. Three years later, Good Good's dream unraveled in nightmarish fashion over the course of two weeks.