The launch of the new FJ ICON category will be supported by an extensive online and print communication plan, including ads in some of the most popular golf magazines. Recently we took an opportunity to travel to Firestone Country Club during the WGC Bridgestone Invitational to photograph the players who will appear in the ads, under the slogan “Put Yourself in Their Shoes.” We utilized four, world-class players who represent very different styles: Camilo Villegas, Rory McIlroy, Ian Poulter & Hunter Mahan.
If you’ve never been to Firestone C.C., the facility offers 3 great golf courses – The North, The South & The West. Our photo shoot actually took place on the back of the 10th tee box on the North course, which provided fantastic backdrops for the photos. One very entertaining twist on the day was the fact that there was a tournament taking place on the North course while we were shooting. Picture yourself trying to putt on the 18th green for birdie and WHAM!!!! Camilo Villegas just launched a high powerful drive right over your head into a surrounding lake. Or how about teeing off on the 10th hole and, instead of watching your teammates’ tee shot, you watch Hunter Mahan launch another drive into the distant lake! Most groups would take time to stop and stare, take a quick photo or even ask Hunter, Camilo, Ian or Rory to hit their tee shot for them!
One exciting, unique feature of FJ ICON is the opportunity to customize our new flagship product in the MyJoys program. With literally millions of ways to personalize and color coordinate your shoes with whatever you’re wearing, FJ ICON is especially ideal for fashion icons such as Ian Poulter. Ian was ecstatic when he arrived on set and noticed all the custom shoes we brought to the photo shoot – pinks, and oranges, and blues and purples. Since many players, including Ian, have only seen the stock shoes to this point, the four players on set were very impressed with all the custom options that lie ahead.
Of course, Ian came equipped with multiple wardrobe options, so it was interesting to watch him change from outfit to outfit in between shots. Ian’s only problem was prying the outfits from my hands as I was trying to see how his outfits would look on me! Ian and I had a nice conversation regarding FJ ICON, the MyJoys program and his extensive clothing label. Known as the “ Ian Poulter” in the FootJoy office, I took full advantage of this time together and learned a lot from this fashion icon. My boss and I were actually walking from the clubhouse to the driving range when an older gentleman approached me for my autograph. It must have been my pink pants, custom shoes & my FJ shirt with the pink FJ logo on the collar!
Ian, Rory, Camilo & Hunter were all great...great players and great individuals. It was also interesting to get their direct feedback on FJ ICON. Across the board, each of them raved about the styling, stability and comfort of the new shoe. Ian said after one tournament round he actually wore the shoes all the way back to his hotel, forgetting he still had his golf shoes on because they were so comfortable. We love to hear that!
Anyway, I hope you enjoy some of the photos I took behind the scenes. Keep your eyes open for the new FJ ICON ads in your favorite golf magazine.
Enjoy,
CK