Only EveryFJ’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.thing Matters