FootJoy and BSSP Welcome the Next Generation of Golfers in Latest Campaign

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 (BSSP), the new campaign launches globally this week with a new 30-second spot, 'Step Forward',  sitting at the centre of the initiative. 

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. 

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-second spot, 'Hyperflex' and series of 15-second, 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 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.

Tapping into the renaissance golf is currently experiencing, BSSP is showcasing 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. 

The campaign spots will be supported by omnichannel advertising strategy in key global markets, including linear and non-linear TV, social media, podcasts and digital media partnership.

Ken LaRose, SVP, brand and consumer experience, at FootJoy: “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.”

Robyn Tenenbaum, creative director at BSSP: “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.”