For the past month, I received five separate packages from FootJoy Canada, each containing a different piece of its new shoe – set to be released to the public on February 15th – the DryJoys Next Advancement (or D.N.A.).
“To create the most feature-laden golf shoe in our storied history, we needed to explore the anatomy, or DNA, of our premium footwear products and then scrutinize every aspect throughout the design and development process,” said Doug Robinson, Vice President of Design and Development Worldwide in a press release. “Every material and every component was carefully considered in order to deliver a shoe with lightweight stability, a precise fit, superior feel and ultimate performance.”
…and that’s why the shoe was received in pieces. It was a fine marketing strategy that truly allowed for each piece of the shoe to get its moment in the spotlight.
How often do you really think about the tongue or the heel pad?
Below you’ll see each of the pieces in the order they were delivered, and then the final product.