PGA Show interview: FootJoy D.N.A. shoe

Could we start by learning more about the features and benefits of the new FJ D.N.A.?

Hello Golfmagic. FootJoy D.N.A. is a brand new product for us and we're really excited about it. It's been about 18 months in the pipeline. We had our initial seeding at The Presidents Cup and it was kind of a first teaser and true test for us, and then we officially launched them here at the PGA Show. D.N.A. is a shoe jam-packed with new features and benefits.

First off, we have a brand new NitroThin TPU Outsole which is all really to aid the stability. At the same time it's a very thin, NitroThin TPU, which helps provide great energy transfer through the swing. This part has been in development for several years now and it's undergone lots of testing to get it where we want. It's just super thin, yet strong and frames the soft FTF internal midsole to deliver a perfect combination of stability and flexibility. It's also very durable and waterproof.

Then we've got the 3D FoamCollar that moulds to your ankle for an ideal comfort, fit and support, as well as new SnugFit tongue that's engineered by utilising thin, soft, and breathable materials like MicroVent technology. The tongue sits on top of your foot and provides, what we believe, to be a superb fit and an incredibly comfortable in-shoe environment.

Perhaps one of the biggest features in the D.N.A. is the Xtra-Thick FTF FitBed which provides the comfort and cushioning. In order to achieve the sleek, low-profile look of D.N.A., the midsole was moved inside the shoe. FTF is a new proprietary cushioning material and it's been used throughout the interior FitBed midsole. In order to achieve in-shoe stability as well as premium cushioning, two densities of FTF were utilised - a firmer density for stability around the perimeter of the FitBed and a softer density in the heel and forefoot providing industry-leading in-shoe comfort.

FJ D.N.A. Interview: Adam Scott

How do you turn an idea into a golf shoe and what processes are involved from this initial stage to the actual manufacturing process?

We have a design development team back at our home office with maybe about a dozen people. These guys generally start off by sitting around the table and talking about ideas and maybe the needs within the golf industry, and golf footwear. They will ask themselves what's not being addressed at the time and from there, they will talk about what materials are available. The designers will then start drawing up ideas, material engineers will start thinking about what materials are going into the specific category and most importantly, we look at the type of consumer we're reaching. Sometimes the process takes a long time as there are a lot of different styles and samples that need to be tested before you get to something like the D.N.A.

Given that the famous DryJoys family is celebrating its 25th anniversary in 2014, can I assume that the D.N.A. (DryJoys Next Advancement) name had something to do with that?

For sure. The DryJoys was all about stability, cushioning and waterproofing, in an all-encompassing golf shoe. As you say, DryJoys is in its 25th anniversary this year, but we've taken the D.N.A. to the the next level in terms of stability, waterproof, cushioning and comfort. We have found new ways and new technologies to get those same core features and benefits into our latest shoe.

First Look: FJ D.N.A.

What would you say to the golf traditionalist who isn't sure about slipping into something a little more sleeker, athletic and dare I say it, a little sexier, when it comes to the D.N.A.?

D.N.A. is a sleek and athletic golf shoe but it's also very subtle. Even the traditional saddle guy, or the guy who doesn't necessarily favour an athletic shoe, will hopefully look at this and think it's worth a try. Even if they try it on in the shop, we would hope they will feel all the technologies inside, and then hopefully want to give it a try.

One of the biggest benefits when I wore the D.N.A. shoe for the first time two weeks ago - incidentally shooting my lowest round in three years - was the weight of it. It wasn't too light and it wasn't too heavy. It felt just right. Well done.

Well thank you. There are different directions you can take when developing a product. You can either try and get the lightest shoe on the market or the heaviest shoe on the market. You can try and get anything you want, but what we did was try to create the best performance shoe out there right now. At 420g, we didn't want it to be the lightest shoe on the market, we just wanted it to be the right weight. We believe, and thankfully you also believe, it's spot on.

Ok, one very small personal negative. I'm sorry. What's the reasoning for the front cleat that sticks out a little bit when standing over the ball? I don't think it's off-putting, it just looks a little unusual.

It all stems from our bio-mechanical testing. Here at FJ, we do a lot of bio mechanical work in outside labs as well as in-house. Honestly it all came down from moving the cleat a little from the medial side from the centre line to the front, and we found it actually gives the golfer better energy transfer in the swing. It's as simple as that. We collected the data, evaluated it and realised it made sense. Testing told us it works by doing it. D.N.A. is a performance product and so we're all about performance technology.

What's your general analysis of the golf footwear industry right now?

I think it's healthy. There are a lot more aeshetics and colour going into the lines, and brands are starting to really address a lot of different consumers and demographics. One of the best things we do at FJ, however, is that we focus on golf only. We can offer shoes that reach a wide, wide number of golfers. There's also been a trend in spikeless footwear in recent years, and quite honestly, I think that's starting to level off. D.N.A. is perfect timing, we believe, because people are starting to talk about performance again and not necessarily versatility, so we wanted to get our performance cleated shoe back out there and really start talking about performance footwear again rather than just spikeless shoes. Don't get me wrong, there will still be a place for spikeless shoes with the likes of our very successful FJ Contour Casuals and FJ DryJoys Casuals, but there's definitely some talk and emphasis back towards performance shoes.

Do you believe D.N.A. will become FootJoy's most successful ever golf shoe?

It will be hard to top shoes like the Contours but for performance shoes, this could be one of the best shoes we've ever offered, absolutely. We first seeded the D.N.A. at The Presidents Cup a few months ago and you know, Tour guys won't change anything unless they've tested it. To have the likes of Adam Scott, Webb Simpson and Jason Dufner literally open up the box, try them and then put them into play straight away was testament to how good they are.

Click here for our FootJoy D.N.A. review and click this link for FJ D.N.A. owner reviews

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