FOOTJOY
Innovation is a Force
The Challenge
FootJoy (FJ) has long been perceived as the maker of golf shoes and apparel for not-so-stylish dads and unhip uncles. Despite its commitment to game-improving technology and breadth of product, FJ’s image was stuck in the past, even if they held the title of “#1 Shoe in Golf” for over 75 years. FJ needed to remind golfers about its full line of gloves, apparel, and outerwear that was not getting the #1 credit it deserved.
Our challenge was to reinvigorate the brand by repositioning it as more youthful and in-touch with the increasingly tech-focused golfing world. The goal was to generate awareness and drive sales for FootJoy’s new ‘22 products, while communicating the ethos and thinking behind FootJoy’s unrivaled position as the #1 shoe, glove, and apparel brand in golf.
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The Insight
The game of golf is changing, and that’s a good thing. A growing youth movement on the PGA Tour and increased interest in the game during the pandemic has injected a new personality and made the sport more fun and approachable to casual players. In other words, the fairway was perfectly cut for FJ’s new brand direction.
Clearly, we needed to give the brand a face-lift and bring it to life by showcasing FJ’s unique relationship with professional and amateur golfers alike. From the start, our goal was to inject energy and emotion into the FJ brand to deliver impactful product stories. Enough with the subdued golf claps and understated celebrations—it was a time to have a little more fun out on the course.
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The Approach
We wanted FJ’s commitment to innovation to be at the foundation of our campaign. It’s what drives the brand’s constant desire to improve its products and create the best possible golfing experience for consumers and Tour Professionals alike.
We developed :30 and :15 spots that leveraged highly technical camera setups and unique golf scenarios, which resulted in unexpected angles of the FJ product, and visually stimulating footage of our talent. The output was a series of stunning ads that feel like they’re a cut above the traditional commercials normally seen in the golf world.
The Result
FJ’s campaign hit the ground running – quickly winning “Vimeo Staff Pick” for our Director’s cut, and showing an immediate impact on the bottom line.
Internally, longtime FJ employees feel excited about the brand’s latest direction, noting that “it feels like the energy is back in the brand,” while externally there’s praise coming from all angles, including Dick’s Sporting Goods’ CMO, who said, “It’s about time. The marketing’s been fine, but this is the right strategic direction for the brand.”
The new campaign turned a lot of heads, including their friends at sister-brand Titleist, who immediately asked who was responsible for their work. While sales numbers are still coming in, the brand has reported consecutive months of positive growth coming off of the campaign launch.