Golfing giant Callaway has been forced to apologise after the massive online backlash the brand received for a partnered video with content creators on their new product.

Previewing a collaborative driver between the renowned golf brand and YouTube group Good Good — who boast more than 2 million subscribers — the content creators released a commercial on their social media teasing the partnership.

Although it did not stay up for very long, immediately drawing harsh criticism for making light of violence against women.

The opening scene of the commercial shows female influencer Alexis Miestowski reaching for the driver, before Good Good personality and golfer Garrett Clark races over and shoves her to the ground.

“Do not touch my new driver,” he said standing over her.

The widespread backlash forced a response, albeit delayed, from both brands to repair the reputation damage.

“That (video) approval should never have happened, mistakes were made, and we are taking the matter very seriously,” Chip Brewer, Callaway chief executive, said in a statement.

“I want to make it clear that we sincerely apologise for the video, the content was inappropriate and does not reflect our values.

“To be clear, we are unequivocally against discrimination, domestic violence, or threatening behaviour of any kind.”

The apology from Callaway, which has worked alongside Good Good since 2023, raised questions about how it received approval in the first place.

In response the brand said it was “conducting both internal and external investigations” and “made changes to our approval process”.

Despite that, critics online did not take kindly to the lacklustre apology and demanded the brand cut ties with Good Good for good.

“This was no mistake, this was a f...ing horrifying display of your true values,” one commentor said in response.

“How do you mistakenly approve a video of domestic violence?” a second wrote.

Another pointed out the obvious, saying: “What were you thinking? How did this even happen . . . you very clearly needed a woman in the room.”

In the midst of the social media storm the advertisement created, Good Good went into damage control mode to minimise the repercussions.

“We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand,” Good Good said in a social media statement.

“We have since taken that content down, and sincerely apologise.”

In the wake of the video, the PGA Tour has been urged to act and remove the YouTube group as name sponsor for their upcoming fall series event, the Good Good Championship, scheduled for November 12-15.

It features more than $8m in prize money and is a unique crossover between the professional golf space and content creation.

The Golf Channel has also been forced to delay their upcoming series, Big Break x Good Good, a revitalisation of the Big Break reality series.

Due to one of the major sponsors requesting they be removed entirely from the show to avoid being aligned with the YouTube group that are co-running the TV series.