FootJoy (www.footjoy.com) 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. FootJoy’s management needed to build more emotional appeal into the FootJoy brand to further solidify and protect their number one position in the market. FootJoy turned to The Blake Project to help them do that through qualitative consumer research which informed a new value proposition and the development of a new tagline -- FJ: The Mark of a Player. 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.