The film shows an aggressive man who roughly pushes a woman in the back as she takes the driver from her golf bag.
At the same time, the man says in a sharp tone:
Don't touch my new driver.
Reactions to the minute-long video on YouTube have been strongly negative. Critics have interpreted the film as condoning violence against women.
Callaway immediately terminates its collaboration with Good Good, apologizes and donates ten million kronor to organizations working to combat violence against women.
"Violence against women is unequivocally unacceptable and must never be trivialized, normalized or used as entertainment," Callaway wrote in a statement.
The PGA Tour is also reacting and removing Good Good as the main sponsor for an upcoming competition.
