FootJoy’s “Feel the Joy” Brings Hyperflex to the Forefront of Elite Golf Performance

FootJoy, the #1 shoe in golf, is bringing its Feel the Joy campaign into 2025 with a fresh series of films by Oregon-based advertising agency Opinionated that put the spotlight on both the revolutionary new HyperFlex shoe and the elite athletes who love it. Starring PGA Tour pros Justin Thomas, Will Zalatoris, Sahith Theegala, and Cameron Young, the campaign captures the intricate footwork behind their powerful swings—blending mesmerizing beauty shots with playful, behind-the-scenes moments that take place on a commercial film set. The work was directed by Randy Krallman of Smuggler and will be running nationally across cable, OTT, online video, social and digital.

"Our goal is to get good work, and frequently the best way to get there is to have fun," says Lauren Olson, copywriter at Opinionated.

Designed for the athletic golfer, the new HyperFlex is engineered for peak comfort, traction, and performance—so much so that Justin Thomas, a lifelong wearer of structured, classic-style golf shoes, made the switch. This latest phase of Feel the Joy builds on the momentum of FootJoy’s 2023 campaign, which introduced the platform with cinematic, storytelling-driven creative. Now, the focus shifts to what happens from the ground up, celebrating the precision, power, and unmistakable joy of movement that defines the game