FootJoy dropped a box of inspiration on GolfThreads yesterday, and it came in the form of a shoebox that didn’t contain any shoes. So, why are we so excited about this? Well, this is the first step in FootJoy’s promotional campaign leading up to the launch of its new HyperFlex shoe on January 15th.
We first told you about the HyperFlex back in September when Hunter Mahan broke out a prototype at the Ryder Cup. Since then, several other FootJoy players like Jimmy Walker, Zach Johnson and Graeme DeLaet have put the shoe in play and the reaction has been stellar (if you believe supposed screen shots of text conversations with paid endorsers).
According to FootJoy, designers of the HyperFlex pulled inspiration from the geometric shapes and forms of the artistic Zakim Bridge in Boston. The result is the new FlexGrid exoskeleton, which conforms to the foot and allows it to flex and expand while providing strong lateral support. Unlike other lightweight mesh golf shoes, the HyperFlex will actually help you to beat morning dew and rain showers thanks to a tight knit, waterproof mesh base layer that sits beneath the FlexGrid exoskeleton.
Based on the packaging in the first teaser box, we expect the final two stages of the campaign to focus on innovation and authentication. Stay tuned and check out the video below for more info on the inspiration behind the FootJoy HyperFlex.