Case Study


FootJoy is the number one shoe and glove brand in golf with a 67% marketshare and for more than 60 years, FootJoy has been the leading golf shoe on the PGA tour. FootJoy, together with Titleist and Cobra, are brands sold by the Acushnet Company. Their brand is recognized for having comfortable, exceptionally high quality products and good service. FootJoy is committed to enhancing the golfer’s on-course experience through the development of superior golf shoes, gloves, outerwear, socks and accessories. Their products exceed expectations in all weather and playing conditions through advanced technical innovation, performance, and supreme comfort. FootJoy, together with Titleist and Cobra, are brands sold by the Acushnet Company.

FootJoy’s management selected The Blake Project to build a more emotional appeal into the FootJoy brand. That is, they wanted to infuse the brand promise with emotional appeal. And they wanted to increase the brand’s appeal to younger audiences and women. We helped them do that through qualitative consumer research, a brand positioning workshop and the development of a new tagline and elevator speech. The new aspirational tagline, “FJ: The Mark of a Player” and accompanying brand messaging are designed to reinforce competitive advantages vis-à-vis Nike and Adidas. We also crafted an elevator speech to help employees bring the brand positioning to life.

By focusing on building a strong emotional connection, Footjoy has accelerated brand growth and maintained their dominant position in the marketplace.