FOOTJOY STRIDE TO ALL TIME HIGH MARKET SHARE

The latest Report from independent sports research specialist, Sports Marketing Surveys Ltd. has found FootJoy again to be the most popular shoe among golfers in the UK with the makers of the #1 shoe in golf increasing their market share to an all time high. 

The report found that the FootJoy market share had grown again to 39.9%, the highest share ever and an increase of 5.3 percentage points from the prior year. The increased market leadership position is a phenomenal 22.2 points ahead of the #2 brand and more than the 2^nd, 3^rd 4^th and 5^th brands combined.

This share is based on the volume of shoes purchased by consumers, but the report also tracks average prices and computes value share. On this basis, FootJoy have established a 48.6% share, almost 3 times as high as the nearest rival.The market has shown an increase in shoe buying in the last 12 months, with 31% of all regular golfers having bought a pair, up from 29% in 1998.

FootJoy also led the way in customer satisfaction with more owners of FootJoy claiming they would purchase the #1 shoe in golf again next time, than all other brands. The golfing consumer is also showing a growing preference for the comfort and performance of shoes fitted with alternative cleats, accounting for a quarter preferring shoes of all purchases in 1999.  With market leaders FootJoy leading the way in 2000 by fitting Softspikes brand Black Widow alternative cleats as standard throughout their range of shoes and over one third of European Tour Pros having switched to Softspikes Black Widow cleats this percentage is set to grow even more rapidly.