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January 28 2013

10:33 AM

FootJoy rolls out minimalist shoe

Hunter Mahan has been wearing the M:Project shoe on TOUR.

By Jonathan Wall, PGATOUR.COM Equipment Insider

FootJoy will have a brand-new model in its performance lineup for 2013 after the company unveiled M:Project at the PGA Merchandise Show — the company's first foray into the minimalist shoe market.

Available in mid-February, M:Project is unlike anything FootJoy has produced. Aside from the fact that it looks nothing like XPS-1 or the Icon shoe line, M:Project has a number of new, innovative features that could make it a game-changer for golfers looking for a lightweight, ultra-flexible shoe.

“At FJ we believe that there is no single shoe that is best suited for every type of player which is why the Footwear team develops products with specific types of players in mind.” said Mike Foley, FootJoy's Director of Footwear Marketing. "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.” 

M:Project's notable features include a heel that's 40 percent lower to the ground than the conventional golf shoe, and extra space in the forefoot that allows toes to spread and increase grip during the swing. P.I.N.S system cleats and a Laser Thin Duramax outsole also deliver low-profile performance, keeping with the minimalist shoe design.

A number of players have put the M:Project in play over the last six months, including five-time PGA TOUR winner Hunter Mahan. After testing it out prior to the British Open, Mahan decided to wear the shoe all four days at Royal Lytham & St Annes Golf Club.

"Needless to say, we were pleasantly surprised," said Chris Garrett, FootJoy's Senior Manager, Consumer Marketing. "He said he just put the shoe on and it felt good enough to wear for the tournament. He's been working with it during the offseason, so we're waiting to see if he puts it in play again."

FootJoy's M:PROJECT is available in ten style options, five cleated and five spikeless. One version also features the BOA Closure system. Three of the five spikeless models are offered with high performance mesh upper construction.

The shoe shoes carries an MSRP of $135 for each of the spikeless models; the cleated version runs from $145 to $165.


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