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FJ: Fit For You
Redefining the notion of ‘Fit’ within a major sports category.
Read the story.
What We Did
Messaging Strategy
Brand Campaign
Social + Digital Content
Digital Design
Consumer Experience
3D Renders
Experience Design
Brand Activation
Production Build Out
FootJoy, an iconic mainstay golf brand, is celebrating 100 years of footwear and apparel innovation. Inspired by this milestone, FootJoy wanted to cement its leadership within sport and culture and, in the process, fend off upstarts and big-name challengers. They briefed us with the core objective to express the FootJoy brand in a way that generated a reputation of being contemporary, innovative, and bold.
Game. On. With the largest footwear assortment in the industry, featuring exciting, new trendsetting lines in addition to their classic styles, we knew FootJoy had the goods to back it up.
Working together, we solidified FootJoy’s belief – that golf shoes aren’t just footwear; they are high-tech equipment just as vital to a golfer's performance as their clubs. Thus, our strategy was born out of the notion of putting the golfer’s '
fit
' at the center of the brand campaign. We knew that the footwear industry has misled customers that ‘
fit
’ could be defined by a foot’s length and width, a limited view of
fit
that doesn't properly serve the diverse needs of golfers.
Our idea,
Fit For You
, set out to reposition ‘
fit
’ into a strategic platform for the brand that could complement their commitment to product innovation and digital technology. We defined their philosophy around
fit
in golf:
fit
is not something we prescribe, rather,
fit
is something FootJoy matches. A perfect match of not just shoe size, but also the player's structure and style preferences.
A flexible design system was created to reach golfers across digital and physical channels where they search, shop, and swing. Leveraging FootJoy’s existing content, we remixed the photo and video assets that featured top young tour pros like Justin Thomas, Max Homa, and Jessica Korda to create a high-energy anthem video and modular messaging system that would allow FJ to speak to a wide variety of audiences, no matter the cultural moment, tour event or playing conditions.
In addition, we conceived, designed, and produced the FJ FitLab – a footwear innovation experience at FootJoy HQ centers around a best-in-class golf fitting experience. This pinnacle brand expression was designed to educate, wow, and spark joy in the Tour Athletes, Influencers, and Key Brand Partners who are invited to visit and
find their fit
through the immersive footwear walls that wrap the experience, a state-of-the-art Volumental 3D foot scanning device, a MyJoy digital customization station, and a digital ShoeFinder experience serve up on a museum-like touchscreen, which we redesigned specifically for the lab. Two vertical 100” digital displays feature content that we shot of ‘life-size’ athletes dressed head-to-toe in the latest FootJoy footwear and apparel, replacing the need for mannequins.
With our adrenaline pumping, we took the FitLab on the road to the largest golf event in the world, the annual PGA Show in Orlando, FL. Known as the epicenter of the golf business and THE event for brands to write the future of the game, FootJoy challenged us to disrupt and show out at the 3-day event. The exhibit utilized an open floor concept illuminated by high-key lighting. It featured a pair of video monoliths at both its outer edges, as several kiosks displayed apparel and footwear framed by light tubes, like a priceless work of art. Opposing Curved shoe walls invited visitors into the center of the space, where they can step onto the FitLab to scan their feet and find their perfect match with the Volumental shoe finder.
The FootJoy experience drew some of the biggest crowds; a steady line of eager attendees waited their turn in the FitLab, as the event cycled through and collected information from thousands of influential attendees. The experience also generated a lot of buzz among golf dignitaries and even garnered unsolicited praise from the main stage.
The most gratifying part of the project, however, was this comment we received after wrapping our work on the PGA Show,
"I’ve never seen an experience turn out EXACTLY like it was concepted. Amazing." - Chris Lindner, President, FootJoy.
And this is just the beginning — we’re keeping it rolling with scaled-down expressions of the FitLab in stores and on tour. Stay tuned for more to come.
