Callaway ends partnership with Good Good, PGA Tour event renamed in latest fallout to controversial driver ad

If you thought "cancel culture" was behind us, think again.

The seemingly never-ending saga of Good Good Golf's now-deleted ad has taken yet another more ridiculous turn Thursday afternoon.

For some background, Good Good has one of the largest YouTube channels in the golf space and has been enormously popular with younger demographics.

They've quickly built themselves into a significant brand in golf, including a successful retail operation and partnerships with major club manufacturers, the Golf Channel and now even a PGA Tour event sponsorship.

Or, had built themselves.

GOOD GOOD ISSUES CONTRADICTORY APOLOGY FOR SINCE-DELETED GOLF AD SHOWING A MAN SHOVING A WOMAN TO THE GROUND In order to promote the release of its co-branded driver with Callaway, Good Good briefly released an online ad that featured one of the company's founders, Garrett Clark, appearing to shoulder check a woman to the ground.

The ad, which was very poorly conceived and executed, immediately came in for immense and well-deserved criticism.

While it was meant to be a parody of the movie "Obsession," it looked and felt viscerally bad, and the image of a man knocking down a woman should obviously never have been approved or released.

The fallout though, has been extreme and hyperbolic.

Several major retailers, like Dick's Sporting Goods, Golf Galaxy, the PGA Tour Superstore and reportedly some Target stores, pulled Good Good merchandise off the shelves.

The scheduled release of their "Big Break x Good Good" television show was postponed after Golf Galaxy wanted to pull their title sponsorship.

PGA Tour CEO Brian Rolapp, freshly over from the NFL, an organization known for its impeccable handling of domestic violence, said he was disappointed with how the initial apology was handled and hinted that the aforementioned event coming up this fall may not take place under the "Good Good" name.

But the biggest, and most absurd blow, came Thursday afternoon when Callaway Golf issued a lengthy statement announcing that they had severed ties with Good Good effective immediately.

Seriously.