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Home FootJoy goes minimal with its latest product

In recent years, the shoe category in golf has gotten quite interesting. Clearly there is a more athletic look universally showcased on players’ feet. Pros to weekend warriors are stepping out in style and the saddle shoe isn’t nearly as prevalent as it once was amongst the golf community. Looks aside, some recreational players have moved towards the casual style even though it isn’t nearly as popular with the pay for play brigade. An offshoot within the shoe business is a trend towards a minimalist approach. It’s something that is popular in running footwear and has found its way into golf in recent years. Consider anyone that plays the game can easily be on his or her feet for five hours at a time and an accent on comfort never goes out of fashion. Golf is built around feel and the minimalistic approach in footwear lends itself to this approach.

mprojectFootJoy is entering the category with the introduction of the M: PROJECT, which it says offers a minimal construction but players will enjoy a maximum feel. According to company insiders, the concept was inspired by several ideas and brainstorming sessions in addition to discussions with staff members at the Titleist Performance Institute.

The shoes feature a low profile and designed along the minimalist vein but it isn’t considered a “zero drop” shoe (basically a level platform from forefoot to heel). FootJoy designs and develops footwear with a consistent heel height but for the M: PROJECT it reduced this typical height by 42%, it said, thus achieving a minimalist look and feel.

Another difference in the M: PROJECT is the utilization of the PINS system from Softspikes, which reduces the thickness of the receptacles as well as housing lower-profile. In addition, FootJoy has incorporated a new last in order to provide space for the toes to spread and grip throughout the swing. For upper materials, in the leather models, a brand new, proprietary M: SPEC leather exclusive to Pittards of England is used. According to FootJoy, this leather is thinner and lighter, yet stronger than average full grain leathers. The M: PROJECT also features mesh versions, which utilize a high-performance breathable-yet waterproof mesh. All of the styles have integrated ProTect Toe guards in order to prevent excessive wear n' tear in a high abrasion area.

"At FJ we believe that there is no single shoe that is best suited for every type of player which is why our Footwear team develops products with specific types of players in mind." said Mike Foley, Director of Marketing, Footwear. "The M:PROJECT is the perfect extension to FJ's performance lineup. This new category targets players seeking lower profile, minimalist-type footwear. Not only does the player get a better sense of the ground beneath them, they also are more tuned-in to the movement of their lower half throughout the swing."

The M: PROJECT will be available at retail starting February 15th. It will be available in four Leather/cleated styles with a suggested retail price of $155. FootJoy’s popular BOA lacing system will also be available in the M: PROJECT at $175. There are also five spikeless styles available at $145. All styles are equipped with a 2-year waterproof warranty.