Golf is welcoming a new generation of players to the game. FootJoy, the leading golf shoe brand for over 100 years, premieres the “Step Forward” campaign, highlighting how both the sport and the brand are stepping into the future.
The campaign showcases FootJoy’s design and innovation leadership across footwear, apparel and gloves while representing a diverse cast of professional and amateur players.
Developed alongside creative partner Butler, Shine, Stern & Partners, the new campaign launches globally this week with a new :30 spot, “Step Forward”, sitting at the center of the initiative.
Tapping into the renaissance golf is currently experiencing, BSSP showcases how the game now occupies a prominent spot in our broader cultural narrative with more diverse players, who are more passionate about spotlighting the game and their skills.
Ken LaRose, SVP, Brand & Consumer Experience, at FootJoy says, “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. 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.”
The spots aim to break down the stereotypes of golf by featuring a diverse cast of younger golfers, amateur golfers, and disabled golfers showing off their skills on the course, all while featuring unique angle shots of FootJoy’s newest innovative footwear and players including pros like Justin Thomas, Max Homa, Jessica Korda and up and coming golfers such as Kim Egozi, Kamaiu Johnson and Jordan Thomas, among others.
The creative leverages a mixture of film and digital to achieve a textural and visceral visual approach. BSSP incorporated unexpected video set ups to capture interesting angles, which are not typically seen in golf ads so that the new products could stand out from its competitors. Watch below:
REELated:
“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,” notes Robyn Tenenbaum, Creative Director at BSSP.
As golf evolves with a younger and more inclusive generation, FootJoy is creating products representing the legacy of the brand and its ability to speak to the changing demographics of the game. The spots tell the story of FootJoy’s innovation, passion, and commitment to providing the best golf products to date.
The campaign will also include another :30 spot, “Hyperflex” and series of :15s high impact videos rolling out on 3/1, showcasing the brand’s two newly redesigned shoes, the Hyperflex and Premiere, launching this year. The spots acknowledge that this is not just a moment in golf– but a sport experiencing a breakthrough.
The campaign spots will be supported by an omnichannel advertising strategy in key global markets, including linear and non-linear TV, social media, podcasts and digital media partnership. I’ve included quotes from the team and the creative credits below.
CREDITS:
CLIENT: FootJoy
- Ken LaRose, SVP of Brand and Consumer Experience
- Chris Garrett, Director, Consumer Marketing
- Sean McCoole, Director, Brand Design
- Stephen Demare, Director, Integrated Marketing
- Corey Holloway, Social Media Lead
Butler, Shine, Stern & Partners:
- Chief Creative Officer: John Butler
- President: Patrick Kiss
- Executive Creative Director: Sinan Dagli
- Creative Director: Robyn Tenenbaum
- Art Director: Lauren Byers
- Copywriter: Wes Rhodes
- Head of Production: Liz Corsini
- Senior Integrated Producer: Tess Rockers
- Senior Producers: Chrissy Wamsher & Cade
- Account Supervisor: Amanda Burtnett
PRODUCTION COMPANY: Sanctuary
- Director, MINDCASTLE
- Managing Director, Preston Lee
- Executive Producer, Kristen Bedard Johnson
- Line Producer, Katy Maravala
EDIT: Cut+Run
- Editor, Mah Ferraz
- Assistant Editor, Mitch Goldberg
- Managing Partner, Michelle Eskin
- Executive producer, Brian Stanley
- Head of Production, Kristen Jenkins
- Senior Producer, Brian Mulvey
FINISH: Jogger Studios
- Creative Director, Andy Brown
- Head of Production, Diana Cheng
- Producer, Joel Paisner
- Colorist, Adolfo Martinelli
COLOR: Company3
Senior Colorist, Kath Raisch
MIX AND SOUND DESIGN: Lime Studios
- Audio Engineer, Matt Miller
- Audio Assistant, Ian Connie
- Executive Producer, Susie Boyajan
- Associate Producer, Cassie Underwood
MUSIC: Mophonics
- Head of Production, Shelley Altman
- ECD, Steph Altman
- Creative, Casey Gibson
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