FootJoy wants to rejuvenate

By: January 15, 2013

It is hard to be a market leader, when your competitors are trying to mitigate the gap between you and the market is not growing. FootJoy the market leader golf shoe and golf glove manufacturer is not an exception. A logical decision is to pursue differentiation strategy with improvements in the product. This is what we can see from FootJoy's latest new product launch called M:PROJECT™. This new golf shoe is exceptionally lightweight (no information about the weight). This new FootJoy golf shoe will be available in 2 versions: spikeless £95, Leather Spiked £105 & Boa £115. As we can see the pricing is in line with the differentiation strategy: enhanced margins. FootJoy brand ambassador Hunter Mahan already worn this new golf shoe.


Let's not be so strict!  Here is the list of innovations that we get with the M:PROJECT™ golf shoes:

  • we will get close to the ground as possible whilst maintaining stability by using technologies like MP:627™ (allows for a  generous forefoot shape so toes can easily spread and maintain grip), ProTekt™ (toe guard which provides additional abrasion resistance in key wear areas);
  • Industry first - Laser Thin Duramax™ rubber compound: acts as a low profile and highly flexible conduit from ground to feet.
  • Softspikes cleats.

I think the best choice is the one with Softspikes (the one with read shoe sole). Without such cleats you will be less stable. If you do not want jeopardize you chances to win a competition or simply do your best, take the one with Softspikes cleats.