FootJoy Welcomes A New Generation Of Golfers In Diverse, Inclusive ‘Step Forward’ Campaign

FootJoy continues to seek to break down stereotypes of golf and golfers with a new global marketing initiative called ‘Step Forward’ which welcomes a new generation of players to the game and tells a story about the brand’s innovation, passion and commitment to creating the best golf products for the game’s future. 

 

The golf shoe brand’s February campaign, developed in harness with agency Butler, Shine, Stern & Partners (BSSP), highlights how both the brand and the sport are stepping into the future. The creative focuses on FootJoy’s design and innovation across the footwear, apparel and glove categories while representing a diverse cast of professional and amateur players.

 

The campaign is supported by an omnichannel advertising strategy in key global markets which spans linear and non-linear television, digital, social media, podcasts and media partnerships. While the creative approach and messaging acknowledge that the sport is experiencing a breakthrough when it comes to inclusivity, diversity and growth and seeks to support and accelerate such change.

 

The global campaign teed off with a 30-second launch spot featuring a diverse and varied group of players – including elite professional ambassadors, amateurs, youngsters and disabled golfers – showing off their skills on the course with refreshing camera angles catching the latest footwear worn by elite golf endorsers like Justin Thomas, Max Homa, Jessica Korda and a new generation of up and coming players such as Kim Egozi, Kamaiu Johnson and Jordan Thomas. 

 

‘Step Forward’ dropped on 13 February with the copy line ‘This isn’t just a moment in golf, this is a step forward’ that drives viewers to learn more at https://www.footjoy.com/ At FootJoy

 

 

Just as the game of golf is stepping forward with more participation, more diversity, and more energy, we believe FJ is also stepping forward by inspiring both discerning golfers and those new to the game and pushing progress to set a new standard. #StepForward pic.twitter.com/LQKjkzBAXa

— FootJoy Europe (@FootJoyEurope) February 16, 2023

 

The inaugural ad will be followed by a further 30-second spot called ‘Hyperflex’ and series of 15-second videos promoting two of the brand’s newly redesigned shoes – Hyperflex and Premiere.

 

“We are excited about the mixed media approach, which shows product, players and our brand in an unexpected light to represent the game’s push forward,” explained FootJoy SVP of Brand and Consumer Experience Ken LaRose. “Celebrating FootJoy’s commitment to design and innovation through both a classic and athletic lens is noteworthy as we look to represent an inclusive generation of golfers.”

 

BSSP Creative Director Robyn Tenenbaum added: “FootJoy is a legacy brand that knows how to evolve. In this campaign, we wanted to highlight the younger and diverse new wave of golfers present in a sport that has for a long time been targeted to one certain demographic. Working with FootJoy always means tapping into an innovative spirit and creative thinking. The spots are a reflection of what our world looks like today wearing FootJoy’s newest innovative footwear.”

 

 

Comment

 

This marketing push aims to tap into golf’s current renaissance and showcasing how golf is not only growing and becoming more diverse, but is also becoming more prominent in the broader cultural narrative. 

 

Indeed, there is a touch of textural and visceral visual freshness in a set of creative featuring interesting camera angles not typically seen in other golf advertising – perhaps helping the brand’s latest products to stand out from the competitive clutter.

 

FootJoy, which is owned by Acushnet Holdings Corp – a company based in Fairhaven (Massachusetts) and which also owns fellow golf brands like Titleist and Pinnacle – aims to position itself as a brand helping evolve the game in a more inclusive direction alongside a younger generation of golfers. One which is committed to creating products that simultaneously represent the legacy of the brand as well as its ability to speak to the changing demographics and the future of the game.