Good Good has seen awesome fallout from an advertisement pinch Callaway that critics opportunity promoted unit against women — but creator system insiders opportunity there's a roadworthy to recovery.
Last week, Callaway trim ties pinch Good Good, Dick's Sporting Goods pulled its products from shelves, and the YouTube play group stepped backmost from its title sponsorship of a autumn PGA Tour event. A personification adjacent to Good Good said 2 group from trading were fired.
So, conscionable really bad is the situation?
"We're going to retrieve this for years," said Joe Perello, CEO of Props, a creator trading company. "They person a agelong roadworthy up of them to found relationships pinch large manufacturers for illustration Callaway and retailers." He added that different up-and-coming play brands are waiting to return Good Good's place.
The diversified business that had made Good Good a creator occurrence communicative — and helped it raise $45 cardinal past twelvemonth — also exposed it to extracurricular partners who didn't person the appetite to upwind bad news.
There could beryllium different shoes still to drop, said Chris Erwin, laminitis of RockWater, an M&A and strategy advisory patient for the creator economy. For example, Good Good has a business with Dude Perfect, aimed astatine gaining a foothold pinch younger viewers, that could beryllium astatine risk.
Still, Erwin and others said each isn't mislaid for the brand. Good Good has a warfare chest, much than 2 cardinal subscribers, and — ironically — a caller activity of attraction aft the scandal. It besides has a new president, who could thief dependable the ship.
The transmission could double down connected its halfway assemblage pinch paid subscriptions, direct-sold products, and unrecorded events while it recovers.
"It's a infinitesimal to show who they are," Erwin said. "If they do that, and advertizing comes back, it could beryllium a amended business."
Good Good had a brand-friendly image and had rolled retired a campaign, "There's More to Golf," earlier this twelvemonth to beforehand inclusivity and scope caller audiences. This advertisement ungraded could severely hamper its efforts to turn its female viewership. Zappi, a user marketplace investigation company, recovered a crisp gender disagreement successful its advertisement scoring, pinch women astatine slightest doubly arsenic apt arsenic men to consciousness negatively toward Good Good and Callaway aft seeing the promo.
Good Good could displacement its branding and adopt a much "outlaw" persona. Or, it could usage joke to redeem itself, Perello said.
Self-deprecating joke is "the fastest pathway backmost to redemption," he said. "My proposal would be, make hay of this and put yourself astatine the butt of the joke."
What astir the remainder of the creator economy?
Creator system insiders said influencer trading is excessively entrenched successful the CMO playbook for companies to deed region because of a azygous incident for illustration the Good Good backlash.
That said, it could origin immoderate marketers to guarantee they person ad-approval systems successful spot to forestall a akin business from happening to them.
"It could punctual immoderate brands and their agencies to reassess wherever they tie the statement betwixt imaginative state and oversight, pinch greater scrutiny of creators and much checks astir imaginative sign-off," said Ben Woods, caput of creator system astatine Enders Analysis.
There has been a push-and-pull for years betwixt brands and creators complete really overmuch power each should have.
Ultimately, that could mean influencer trading gets a spot much boring — astatine slightest temporarily — arsenic immoderate marketers tighten up the state they springiness creators.
"Creator contented will go little authentic," Perello said. "There'll beryllium an overcorrection."
No 1 who said pinch Business Insider expected it to person immoderate lasting harm connected the emergence of influencer marketing, however. US advertisers are expected to walk $44 cardinal connected creator trading successful 2026 — up astir 18% from 2025, according to a study from the Interactive Advertising Bureau.
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Lucia Moses covers the media and intermezo business, pinch a attraction connected really creators build businesses, really media companies intersect pinch creators, and really marketers adopt intermezo tools. She's surgery stories astir MrBeast's ambitions, Google's movie initiative, and Netflix's push into podcasts.She antecedently reported connected media and managed teams astatine Digiday and Adweek.
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