Look for golf shoe and glove giant FootJoy to embark on a significant rebranding campaign in 2013. The company – sister to Titleist on the Acushnet Company portfolio – has hired INNOCEAN USA, an advertising agency headquartered in Huntington Beach, Calif., to develop a new brand campaign.
As part of the brand strategy, INNOCEAN will be responsible for developing new broadcast, digital, mobile and social marketing to re-launch the FootJoy brand under its new moniker and tagline: “FJ. The Mark of a Player.”
It will be interesting to see what INNOCEAN comes up with. FootJoy is one of the most respected companies in the golf industry. It’s “Sign Boy” campaign of a few years was one of the most popular and successful in industry history. But FootJoy, despite market share leadership in shoes, gloves and socks, along with a growing outerwear and apparel business, appears to have fallen a bit under the radar in terms of brand visibility the past couple of years.