Brand Transformation in action: Expanding FootJoy’s legacy to a new generation

FootJoy has been synonymous with golf for over a century. But as the sport saw an unprecedented surge in new players, especially during the pandemic, it also became a flashpoint for conversations around inclusion, accessibility, and representation—particularly for women.

As a category leader, FootJoy recognized that this wasn’t just a moment to adjust—it was an opportunity for Brand Transformation. They needed to modernize their consumer strategy, reshape perceptions of golf, and take an active role in building a more inclusive future for the sport (with all gender expressions invited to the green).

Partnering with Someoddpilot, FootJoy embarked on a comprehensive strategic shift—expanding their brand beyond its traditional core to authentically engage female golfers. We conducted an expansive quantitative and qualitative deep dive, segmenting FootJoy’s female audience to uncover their motivations, frustrations, and expectations from a brand with deep ties to the game.

These insights led to a company-wide shift in how FootJoy approaches product development, creative direction, and marketing investment. We developed an actionable brand playbook, equipping their internal teams with strategies to authentically connect with female golfers and reflect them as the real athletes they are.

FootJoy is now leading the charge in reshaping the industry’s conversation around who belongs in the game. By expanding its legacy with purpose, FootJoy isn’t just evolving—they’re shaping the future of golf.