FootJoy’s Feel the Joy Campaign Returns, this Time Blending HyperFlex Performance with Behind-the-Scenes Playfulness

Leading golf shoe brand taps into the sillier side of Pro Golfers in new work from Opinionated

FootJoy, the #1 shoe in golf, is bringing its Feel the Joy campaign into 2025 with a fresh series of films by Oregon-based advertising agency Opinionated that put the spotlight on both the revolutionary new HyperFlex shoe and the elite athletes who love it. Starring PGA Tour pros Justin Thomas, Will Zalatoris, Sahith Theegala, and Cameron Young, the campaign captures the intricate footwork behind their powerful swings—blending mesmerizing beauty shots with playful, behind-the-scenes moments that take place on a commercial film set. The work was directed by Randy Krallman of Smuggler and will be running nationally across cable, OTT, online video, social and digital.

“Our goal is to get good work, and frequently the best way to get there is to have fun,” says Lauren Olson, Copywriter at Opinionated.

Designed for the athletic golfer, the new HyperFlex is engineered for peak comfort, traction, and performance—so much so that Justin Thomas, a lifelong wearer of structured, classic-style golf shoes, made the switch. This latest phase of Feel the Joy builds on the momentum of FootJoy’s 2023 campaign, which introduced the platform with cinematic, storytelling-driven creative. Now, the focus shifts to what happens from the ground up, celebrating the precision, power, and unmistakable joy of movement that defines the game.

“At FootJoy, performance and innovation are at the core of everything we do. Our latest campaign with Opinionated highlights the cutting-edge technology that makes our golf shoes the #1 choice for players at every level while celebrating our brand’s distinct, engaging personality in a way that’s uniquely FootJoy.” – Ken LaRose, SVP Sales & Marketing

FULL AGENCY CREDITS 

CLIENT – FOOTJOY

PROJECT NAME – Feel The Joy

Opinionated

Executive Creative Director – Mark Fitzloff 

Executive Creative Director – Rob Palmer

President – Trish Adams

Art Director – Nate Corrado

Copywriter – Lauren Olson

Senior Producer – Jeff Selis

Head of Strategy – Dave Daines

Director of Client Services – Michael Dalton

Account Executive – Ihsan Robbins

Business Affairs – Whitney Vose | Hailstorm

PRODUCTION

Production Company – Smuggler

Director – Randy Krallman

Executive Producer – Allison Kunzman

Director of Photography – Bryan Newman

Line Producer – Ian Blain

EDITORIAL

Editorial Company – Friendshop!

Editor – Ben Suenaga

Assistant Editor  – Kay Loughran

Sr Producer – Adam Roe

Editorial Producer – Melissa Mapes

MUSIC

Music House – Machine – Sound Design and Music

Senior Producer – Andi Lewis

Sound Design & Mix – Michalis Anthis

Assistant Engineer  – Francis Medina

Music  – Joe Zeitlin

Executive Producer – Matej Oreskovic

Senior Producer – Andi Lewis

Production Coordinator – Nicolas Paul

Source: Opinionated

  Feel the Joy, FootJoy, Ken LaRose, Lauren Olson, Mark Fitzloff, Opinionated, Rob Palmer