Step Forward – FootJoy 2023 | Clapboard Ad Archive

61

Step Forward - FootJoy | Clapboard Ad Archive

FootJoy’s Step Forward campaign in 2023 marked a decisive new chapter for the storied golf footwear giant, leveraging Butler, Shine, Stern & Partners’ expertise to firmly reposition the brand at the intersection of heritage leadership and next-generation innovation within the sportswear market. Centered on a visually striking 30-second hero spot, the initiative threads together design excellence, technological advancement, and the brand’s enduring commitment to golf’s evolving community, spotlighting a dynamic spectrum of talent from major tour players like Justin Thomas, Max Homa, and Jessica Korda to rising stars and everyday amateur and disabled golfers. Consciously defying golf’s historic stereotypes, Step Forward foregrounds inclusivity and aspirational diversity, framing its cast not as spokespeople but as living embodiments of a modern, accessible, and vibrant sport—and in so doing, appeals to the younger and broader audiences now remaking golf’s identity. The campaign’s product showcase is inseparable from its cultural narrative, using high-impact camera angles and fluid editing to hero FootJoy’s latest shoes, apparel, and gloves while reinforcing the brand’s promise of craftsmanship, performance, style, and function. Working within the sportswear category’s intensifying arms race over youth, innovation, and representation, FootJoy’s creative strategy signals a conscious move to widen the brand’s base beyond traditionalists and to capture the imagination of a new generation whose values are reflected in the faces and stories on screen. This ambition is amplified by the campaign’s resonance with Clapboard’s FORMAT#10—Associated User Imagery—anchoring its message in real, relatable, and aspirational user profiles rather than prescriptive storytelling or top-down lectures, a choice that signals acute awareness of where contemporary brand image work must go in a world shaped by social media and democratized aspiration. The global rollout, seeding across social platforms including YouTube and TikTok, underscores the brand’s fluency in modern sports marketing and its commitment to building credibility with digitally tuned audiences. The campaign earns 61/100 in Clapboard’s global creative archive. As a clear signal from one of golf’s legacy brands that progressive values and product innovation now define leadership in the category, Step Forward demonstrates the business necessity—and creative potential—of bold, inclusive brand storytelling in sportswear’s new era.

Credits

Client

FootJoy

Agency

Butler, Shine, Stern & Partners

Svp Of Brand And Consumer Experience

Ken LaRose

Director

Chris Garrett, Sean McCoole, Stephen Demare

Social Media Lead

Corey Holloway

Chief Creative Officer

John Butler

President

Patrick Kiss

Executive Creative Director

Sinan Dagli

Creative Director

Robyn Tenenbaum, Andy Brown

Art Director

Lauren Byers

Copywriter

Wes Rhodes

Head Of Production

Liz Corsini, Kristen Jenkins, Diana Cheng, Shelley Altman

Producer

Tess Rockers, Chrissy Wamsher & Cade, Kristen Bedard Johnson, Katy Maravala, Brian Stanley, Brian Mulvey, Joel Paisner, Susie Boyajan, Cassie Underwood

Category Mind Map

48%

FootJoy’s “Step Forward” campaign positions the brand as both a heritage leader and an innovator in the evolving golf market, emphasizing its commitment to design, technology, and inclusivity. By showcasing its latest footwear, apparel, and gloves, FootJoy aims to reinforce its promise of delivering high-performance products that balance craftsmanship with cutting-edge innovation. The campaign leverages a diverse and younger generation of golfers—including professionals, amateurs, and disabled players—to challenge traditional golf stereotypes and highlight the brand’s relevance within a changing demographic landscape. Strategically, the campaign taps into the insight that golf is experiencing a cultural shift toward greater diversity and inclusiveness, as well as attracting younger players. The creative approach centers on portraying this evolution through authentic representation and dynamic visual storytelling, spotlighting a mix of established and emerging golfers from varied backgrounds. The use of distinctive camera angles and a unified narrative of progression reflects both the sport’s and the brand’s forward momentum. By aligning FootJoy with these cultural and generational changes, the campaign seeks to deepen emotional engagement and broaden the brand’s appeal beyond its traditional customer base, reinforcing its leadership as golf embraces a new era.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign fits FORMAT#10 because it centers on displaying a diverse, aspirational group of golfers—pros, amateurs, younger players, and disabled athletes—all confidently using FootJoy gear as they “step forward” into a modernized, more inclusive vision of golf. Rather than telling a classic narrative story or presenting a problem-solution arc, the spot uses dynamic visuals and celebrity athletes (not as spokespeople, but as role models) to showcase who the FootJoy consumer is, embodying the brand’s progressive ethos and appealing directly to the evolving aspirational audience within golf.

1. Nike Golf – Market Positioning Nike Golf leverages cutting-edge technology and strong athlete endorsements to blend performance with style. They focus on innovation in footwear and apparel, appealing to younger and diverse golfers seeking modern, trend-forward products that enhance play. Their marketing emphasizes empowerment, inclusivity, and high performance, aligning with a lifestyle mindset beyond traditional golf. 2. Adidas Golf – Market Positioning Adidas Golf emphasizes a lifestyle-oriented approach combining performance, comfort, and sustainability. Known for integrating Boost cushioning and Primeknit uppers, Adidas targets tech-savvy and eco-conscious golfers. Their brand messaging centers on innovation and inclusivity, appealing to a broad, younger audience with stylish, versatile designs that work on and off the course. 3. Puma Golf – Market Positioning Puma Golf positions itself as a bold, fashion-forward brand that disrupts golf’s conservative norms through vibrant designs and pop culture collaborations. With top athletes like Rickie Fowler, Puma blends streetwear influences with performance technology, targeting young, confident golfers who value individuality and flair alongside functionality. 4. Callaway Golf – Market Positioning Callaway is chiefly known for its high-performance golf equipment but maintains a strong presence in apparel and footwear as well. Their positioning is innovation-driven, catering to serious golfers seeking trusted quality and technology. Callaway blends tradition with modern advancements, appealing to players who want proven performance paired with classic golf aesthetics. 5. Under Armour Golf – Market Positioning Under Armour Golf leverages its expertise in performance apparel and footwear, emphasizing durability, comfort, and cutting-edge materials like Charged Cushioning. Their strategic angle appeals to competitive and fitness-focused golfers who demand superior functionality and all-weather versatility, while promoting a commitment to athleticism and resilience on the course.

Q: What is Step Forward about? A: Step Forward is a 2023 integrated campaign from FootJoy, developed in partnership with Butler, Shine, Stern & Partners, and launched in the United States. The campaign centers on welcoming a new generation of golfers by showcasing FootJoy’s leadership in design and innovation across footwear, apparel, and gloves. Through a 30-second spot and supporting assets, Step Forward features a diverse cast of professional, amateur, and disabled golfers—including Justin Thomas, Max Homa, Jessica Korda, Kim Egozi, Kamaiu Johnson, and Jordan Thomas—demonstrating the brand’s commitment to inclusivity and the evolving landscape of golf. Q: What creative device does Step Forward use? A: Step Forward employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach focuses on presenting a diverse, aspirational group of golfers—ranging from professionals to amateurs and disabled athletes—who embody the modern FootJoy consumer. Rather than following a traditional narrative or problem-solution structure, the campaign uses dynamic visuals and role models to reflect a progressive, inclusive vision of golf, directly appealing to the aspirations and identities of a changing audience. Q: What is the campaign proposition for Step Forward? A: The campaign proposition for Step Forward positions FootJoy as both a heritage leader and an innovator within the evolving golf market. The brand communicates its dedication to design, technology, and inclusivity, targeting a younger and more diverse generation of golfers. By highlighting its latest products and featuring a broad spectrum of players, FootJoy asserts its relevance and leadership as golf undergoes a cultural shift toward greater diversity and modernity, aiming to deepen emotional engagement and expand its appeal beyond traditional golf audiences. Q: How does Step Forward rank in Clapboard's archive? A: Step Forward holds a Clapboard Campaign Score of 61/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in FootJoy's category? A: In the sportswear and golf market, FootJoy competes with Nike Golf, which blends performance with style through technology and athlete endorsements; Adidas Golf, which emphasizes innovation, comfort, and sustainability for a younger, eco-conscious audience; Puma Golf, known for its bold, fashion-forward approach and streetwear influences; Callaway Golf, which focuses on trusted performance and classic aesthetics; and Under Armour Golf, which targets competitive players with durable, high-functionality apparel and footwear designed for athletic versatility.