FootJoy has long been the #1 shoe in golf. Since 1917, to be exact. However, despite their permanent place atop the golf shoe leaderboard, FJ had a perception problem: the brand wasn’t getting the same credit for the leadership of their shoes. Not to mention, they’re continually up against the likes of massive footwear brands with deep production pockets and the most famous names in sports to wear their product. We needed to shift brand perception by re-energizing FootJoy and making it relevant for today.
FJ’s current hero shoe – the Pro | SL – was the #1 shoe in golf at the time. It was so good, the pros asked them not to touch it. But the perfectionists at FJ couldn’t see anything but ways to improve upon the shoe’s technology and design. It was time to start getting credit for the impressive technology and innovation that FJ was bringing to the course.
The insight about the brand itself became interesting when we looked at it through the lens of the young, emerging golf community. The game of golf for them is an obsession, in every little detail. They sweat the small stuff knowing that the littlest things can make a big difference in their performance. We wanted to show them that FJ shares their passion, and applies it day in and day out to make the best shoes, gloves and apparel in the game.
With the help of some of the most impressive players on tour, we launched For the Love of Golf and a new, updated point-of-view for the Footjoy brand.