Fortune Brands, Inc.: Sign Boy campaign
Kevin TeagueOVERVIEW
FootJoy, owned by Fortune Brands, Inc., sold more golf shoes during the 1990s than any other company by keeping their innovative shoes on the feet of the world's best golfers. Two events in 1996, however, caused the company, which also made socks and gloves, to restrategize its advertising. Not only did Nike, Inc., announce it would begin designing golf shoes, but it agreed to pay champion golfer Tiger Woods $8 million a year to endorse them. Fearful that Nike would dominate the burgeoning younger market of golfers, FootJoy released its quirky...