FootJoy’s HyperFlex Campaign Captures Both Power and Play in Golf

183

FootJoy’s latest “Feel the Joy” campaign showcases its new HyperFlex golf shoe, blending elite performance with the lighter side of pro golf.

FootJoy is stepping up its game with the 2025 iteration of its “Feel the Joy” campaign, which pairs cutting-edge performance with a refreshing dose of fun. The latest series of films, created by Oregon-based agency Opinionated, features PGA Tour pros Justin Thomas, Will Zalatoris, Sahith Theegala, and Cameron Young. The campaign shifts its focus to FootJoy’s new HyperFlex shoe, a model designed for maximum comfort, traction, and performance, while also giving viewers an insider look at the more playful side of pro golf.

The HyperFlex is built for the athletic golfer, offering the freedom and support needed for powerful swings. Notably, Justin Thomas, long known for favoring structured, classic golf shoes, has made the switch to HyperFlex, a testament to the shoe’s innovative design. The new campaign continues the momentum from FootJoy’s 2023 launch, which was marked by cinematic storytelling. This time, however, it highlights the dynamic movement and precision that the brand’s shoes deliver, all while celebrating the lighthearted moments behind the scenes.

Ken LaRose, FootJoy’s SVP of Sales & Marketing, explains the brand’s approach: “At FootJoy, performance and innovation are at the core of everything we do. Our latest campaign with Opinionated highlights the cutting-edge technology that makes our golf shoes the #1 choice for players at every level, while also celebrating our brand’s distinct, engaging personality.”

Directed by Randy Krallman of Smuggler, the new ads will air nationally across multiple platforms, from cable to social media, ensuring that FootJoy’s message reaches a broad audience of golf enthusiasts.