Good Good’s Fumble: When Brands Get Trampled by Their Own Hubris

The PGA Tour’s decision to drop Good Good Golf as its title sponsor is a welcome development, but it’s just one symptom of a larger issue plaguing the sports and entertainment world. Good Good’s troubles began with a cringeworthy video ad that sparked outrage on social media after depicting a man shoving a woman to the ground.

The backlash was swift and merciless, with brands like Dick’s Sporting Goods and Golf Galaxy distancing themselves from Good Good’s content creators. This isn’t an isolated incident; similar situations have unfolded in recent years where brands have been forced to confront their own complicity in perpetuating toxic attitudes or behaviors.

For example, recall the Nike AdIDas debacle a few years ago, when the brand was accused of trivializing domestic violence after releasing an ad featuring a man convicted of domestic assault. In each case, we see a pattern emerging: brands that push boundaries or poke fun at serious issues end up getting trampled by their own hubris.

The internet has a long memory and a short temper, and it’s clear Good Good forgot this when creating its offending content. The brand is now in damage control mode, with its CEO acknowledging “work to do” and vowing to “earn back trust.” But let’s be real – trust is earned through actions, not words.

Good Good’s actions have been woefully inadequate, and the PGA Tour’s decision to keep the tournament going as scheduled raises questions about accountability. Is this a case of “business as usual,” where the tour simply moves on from the scandal and pretends it never happened?

The culture of entitlement that pervades these incidents is striking. Brands seem to think they can push boundaries, cross lines, and get away with it because they’re big and influential. But their influence is short-lived – and their reputation is forever tarnished.

In the sports and entertainment world, a culture of impunity has emerged where brands prioritize being “cool” or “edgy” over promoting positive values. This culture rewards shock value over substance, and it’s one that needs to be challenged head-on.

Good Good’s fumble highlights the importance of due diligence in brand partnerships. Brands need to examine their values, mission, and behavior when partnering with other companies – not just check sales figures or box scores. It also serves as a reminder that trust is hard-won but easily lost, and brands can’t simply apologize their way out of trouble.

To move forward from this incident, let’s keep our eyes on the prize: a culture that values accountability, respect, and inclusivity above all else.