FootJoy Selects INNOCEAN USA For Comprehensive Brand Relaunch Campaign

HUNTINGTON BEACH, Calif., Sept. 27, 2012 /PRNewswire/ -- FootJoy (FJ), the number one shoe and glove in golf, has awarded INNOCEAN USA, a full-service advertising agency headquartered in Huntington Beach, Calif., a significant rebranding campaign. Chosen for their experience in building culturally relevant and dynamically integrated campaigns, INNOCEAN will craft the new brand campaign using their demonstrated understanding of the FJ brand and its importance within the golf industry.

As part of the comprehensive brand strategy, INNOCEAN will be responsible for developing new broadcast, digital, mobile and social marketing to relaunch the storied FJ brand under its new moniker and tagline: "FJ. The Mark of a Player." After an extensive and competitive nationwide pitch that included several other agencies, FJ selected INNOCEAN to reposition the brand.

"We're excited about this new partnership with INNOCEAN and the opportunity to collaborate on a campaign that introduces players everywhere to our new brand tagline," said Rob Kelley, Director of Brand Marketing, FootJoy. "The INNOCEAN team demonstrated a deep understanding of the game, our business and the ability to capture the consumer's attention through fully integrated campaigns across all channels, just a few of the factors that led to their selection in this review process."

Founded in 1857, FJ has long held a leadership position in the golf industry by developing products that are worn to enhance the golf experience. From the #1 shoe, #1 glove, #1 outerwear and #1 sock in golf to the January 2012 launch of the full line of performance golf apparel, FootJoy's dedication to the game drives industry-leading performance products supported by "pyramid of influence" plurality and exposure. 

"We are honored to work on a brand that has such a distinct legacy and heritage, and is truly revered by its fans. Our team at INNOCEAN understands that in order to successfully communicate the new FJ brand positioning, we need to embody the heart, mind and soul of a true player," said Greg Braun, Executive Creative Director at INNOCEAN USA. "As we do with all of our clients, our focus for FJ will be to develop innovative content that interests our audience of players and thus has the power to create a Cultural Riptide."

INNOCEAN will begin work on the "FJ. The Mark of a Player" repositioning campaign effective immediately and drive toward an early 2013 media launch.

About INNOCEAN USA

Founded in 2009, INNOCEAN USA is headquartered in Huntington Beach, California, with offices in New York, Chicago, Hawaii and Dallas. INNOCEAN USA currently serves as Hyundai Motor America's lead agency as well as Kia Motors America's media and promotions agency.

About FootJoy

FootJoy, headquartered in Fairhaven, MA, has become synonymous with comfort, fit and performance products. The FJ brand combines an unmatched heritage and tradition of excellence with scientific materials and design technologies to provide superior and comfortable products to the world's most discerning golfers.

PR Contact:
Tania Weinkle
Tel: (714) 861-5389
Email: [email protected]

SOURCE INNOCEAN USA