Footjoy Unveils New Brand Campaign

FootJoy (FJ), the #1 Shoe and Glove in Golf, along with INNOCEAN USA recently unveiled a new, emotive broadcast and print advertising campaign to support the brand’s new tagline, “FJ. The Mark of a Player.” Created to appeal to avid players of all abilities who are passionate about the game, the new broadcast and print campaigns started appearing in select markets and publications this past January.

 

The new advertising creative is the first phase of an extensive campaign that will reach avid players through broadcast, digital, mobile and social marketing channels. 

 

 

 

 

“When you wear the FJ brand, or mark, you identify yourself as a player who is committed to the game of golf,” said Rob Kelley, Vice President of Marketing, FootJoy. “INNOCEAN was able to demonstrate that commitment and identity through a series of energetic, emotional spots that are authentic to both FJ and the game.”

 

Developed by Huntington Beach, Calif.-based INNOCEAN USA, the new ad campaign takes an emotional look at the game of golf and the feelings that are evoked each time a player steps foot on the golf course. For the avid player, golf is all about the juxtapositions of competition and camaraderie, escapism and performance.

 

“When we started working with FJ on developing this campaign we discovered – which later became the theme of our campaign – that committed players, regardless of their skill level, feel an unbreakable emotional bond with the game,” said Greg Braun, Executive Creative Director at INNOCEAN USA. “Avid players only want to use the best products. FJ has never compromised on the quality of product they produced, always keeping in mind what marks a player on the golf course. Our campaign needed to stay true to the level of commitment both FJ and the player devote to the game of golf.”

 

The new television campaign includes a total of three commercials, two 30-second spots and one 60-second spot, which started appearing on the Golf Channel this past Jan., 2013. The television commercials all trade on distinct aspects of the brand and the game. The :60 second “Anthem” captures the full range of emotion of the game, not only as it is experienced in intense moments by Tour Professionals, but also as it relates to the avid amateur player. “The Walk” depicts the quiet, emotional intensity that all players experience on their walk to the first tee. And “Focus” brings to life the relentless search players make to get the highest level of performance from everything they wear. To view the spots, please visit: http://www.footjoy.com/tvspots2013/

 

Several top-ranking FJ Tour professionals were featured in the broadcast campaign including: Adam Scott, Bubba Watson, Hunter Mahan, Luke Donald, Zach Johnson, Lee Westwood, Steve Stricker, Stacy Lewis, Webb Simpson, and Jason Dufner.

 

FJ’s print campaign includes several print ads, a unique ad for each of the major product lines for the brand plus a general ad for the brand moniker, “FJ. The Mark of a Player.” Print ads will appear in national golf publications beginning in January.

 

To learn more about FJ and its products, visit FootJoy.com or find FJ on Facebook (www.Facebook.com/FJ).  To learn more about INNOCEAN USA, visit innoceanusa.com or find INNOCEAN USA on Facebook (www.Facebook.com/innoceanusa) or Twitter (@INNOCEANUSA).