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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

This summer, FootJoy will set a new standard for luxurious golf footwear with the introduction of FJ ICON. Created with design inspiration from FootJoy's deep heritage in the game while integrating proven technological advancements such as memory foam and a perforated alloy stability bridge, FJ ICON delivers beautiful, traditional style, a comfortable fit and tremendous stability. We recently spoke with FootJoy's Vice President of Golf Footwear, Jack Erickson, about the research and development of FJ ICON. Jack is responsible for FootJoy’s global footwear development process- from initial concept through final production. Click here to see all the styles. Click here to see players who wore FJ ICON at THE PLAYERS and click here to see all the styles on FootJoy.com.

What was your role in the development of FJ ICON? My role was to ensure that our team stayed focused on developing FJ's new ultra-premium golf shoe. I work closely with the Design/Development, Product Management Teams and Tour Department from start to finish. What was the inspiration behind the FJ ICON? To be honest, we draw inspiration from every shoe we've developed over the last 100+ years and we believe FJ ICON embodies the best of FJ - finely tailored upper designs, premium materials, performance-infused outsoles and seemingly endless customization options. Like those that came before it, the FJ ICON shoes have been in development for literally years now so it is impossible to pick out a specific time or specific inspiration that triggered the concept. In truth, this project has been a collaboration of the ideas, suggestions, lengthy discussions and debates from our entire product development team, as well as ongoing feedback from Tour players. To simplify, we strive to make great products that will exceed the expectations of those who are most in tune with their feet and require elite performance products: Tour players. The ultimate goal was to produce elite-level shoes for elite players, period. One of the benefits of having an extensive line of shoes that covers all major pricepoints and satisfies golfers of all abilities, is that when working on a project such as this, we don't have to start from scratch. In fact, we have incorporated several proven features from other categories into the process of creating the FJ ICON line. For example, we have utilized the proprietary waterproof technology from DryJoys as well as comfort and stability features from the tour-proven SYNR-G category. As for the upper patterns, it was a natural progression to draw inspiration from our strong Classics heritage yet have the vision to also create looks that have a contemporary flair. As a result, we accomplished the goal of developing a new premium, high-performance category of golf shoes that exemplifies tradition and performance. Do you see FJ ICON as a replacement for Classics or the evolution of Classics? How and why? No. FJ ICON shoes were never meant to replace Classics. They are also not the evolution of our Classics franchise. They are an entirely new category of performance golf footwear with styling that will appeal to a golfer seeking a golf shoe with traditional design. Explain some of the key features in the FJ ICON shoes?

• Number one is stability. The Design/Development Team created an outsole with a traditional profile that incorporates tri-density TPU and a perforated alloy stability bridge to anchor the foot firmly to the ground during the golf swing. Stinger 3 cleats from Champ will also provide exceptional traction and we also built in our Dual OptiFlex zone technology for additional flexibility while walking. Finally, we have integrated memory foam in the collar and under the tongue, which has been a huge success in the SYNR-G shoe. This will deliver even more stability during the swing, but also unmatched comfort and a more precise fit.

• Number two is waterproofing. We've incorporated over twenty years of breathable waterproof technology into the FJ ICON’s construction to provide golfers with the added benefit of dry, comfortable feet in any condition.

• Number three is styling. The goal was to create a technically advanced golf shoe featuring a blend of traditional and contemporary styling. This has been accomplished through a combination of upper designs and the latest calfskin looks from our European tanners. The result is one of the most beautifully refined golf shoes we have ever produced.

• Number four is comfort. In addition to offering four different width options, memory foam is strategically placed around the collar and in the tongue to optimize fit. A properly fit shoe is the first and most important step in finding a comfortable shoe. The comfort of FJ ICON is further enhanced with full leather linings and PU-cushioned footbeds. PGA Tour players walk over 5 miles every day in our shoes and demand comfort.

What is the significance behind the name FJ ICON? The FJ ICON moniker suits this category perfectly. This collection is our new flagship product– the styles will represent our rich heritage as THE iconic footwear brand in golf. In addition, we already have many of the best players in the world wearing these shoes- several of whom are considered to be today’s icons of the game. What type of golfer is the FJ ICON targeted towards? Golfers who demand superior stability, comfort and traditional/contemporary styling. What's been some of the feedback from the Tour players? We have been developing FJ ICON shoes for a select group of Tour players for some time now and the response continues to be phenomenal. In fact, the first prototypes we tested with Tour players featured the new FJ ICON outsole with a stock upper pattern and no discernible FootJoy branding. These were made 'under the radar' just to get initial feedback on the performance aspect of the shoes. We were pleasantly surprised to see several of the players, including Camilo Villegas, Ian Poulter, Davis Love, Hunter Mahan and David Toms immediately put these prototypes into play during tournament rounds! It spoke volumes about the confidence players had in the shoes' performance. Overall, the feedback from the tour players has been tremendous - they have expressed excitement about the performance, fit and comfort, upper designs and virtually limitless customization capabilities.

Listen, you don't have to take my word for it, click here to check out some images from THE PLAYERS Championship. This was the first week production-spec FJ ICON shoes were made available to our players and several put them into play right away, including runner-up and fashion icon, Ian Poulter.