Good Good Fires Executives Over Controversial Ad

Good Good, the U.S.-based apparel brand, has dismissed three senior executives after a viral advertisement sparked widespread criticism. The ad, released last month, depicted a woman being forcefully pushed to the ground, a scene many viewers described as sexist and demeaning. Social media backlash and calls from advocacy groups prompted the company to reassess its marketing strategy.

In a statement issued Thursday, Good Good said the decision to terminate the executives—chief marketing officer, senior creative director, and head of brand communications—was made after an internal review determined that the ad violated the company’s values and brand guidelines. The firm pledged to overhaul its creative approval process and to engage with external advisors to ensure future campaigns align with inclusive messaging standards. Good Good’s CEO added that the company remains committed to fostering a respectful workplace and to rebuilding trust with consumers.