Sofspikes Golf - Deadly from Under a Foot
Softspikes is one of the world's most successful golf cleat brands. It single-handedly helped move millions of metal-spiked duffers into softer, more easily replaceable plastic soft spikes. As the game evolved again, the brand faced new pressure from an upstart "spikeless" cleat manufacture. I helped tee up the strategy which inevitably launched this educational campaign that worked in digital and print and addressed, head on, the slippery slope of wearing inferior footwear on a golf course.
