FootJoy is enlisting PGA Tour stars Will Zalatoris and Sahith Theegala to showcase its golf shoes.

The "Feel the Joy" campaign adopts classic Western movie tropes. The two golfers, now dueling foes, square off in a classic face-off. But instead of six-shooters, they demonstrate their talents on the links, while flashing their footwear.

Onlookers include LPGA star Danielle Kang, who holds six LPGA wins, and amateur star Anna Davis, who won the Augusta National Women’s Amateur Tournament at 16 and now plays for the Auburn women’s golf team.

The work, by the Opinionated agency, is the first since it was added to the brand's roster in July 2023.

The first spot, "Pin Hunters," speaks to passionate golfers on an emotional level, highlighting the pleasure of an excellent shot. The campaign kicks off Feb. 10 during the NBC broadcast of the Waste Management Phoenix Open, also known as “The People’s Open.” In March, the agency will debut the "Down the Hole" ad. 

Directed by Randy Krallman of Smuggler, the "Pin" is soundtracked by Opinionated’s cover version of “Big Iron,” a song originally written by country singer Marty Robbins.

In the U.S., the "Joy" campaign will run throughout the year on The Golf Channel, with appearances on NBC during the national golf broadcasts of the Valspar Championship, the Children’s Houston Open and the Valero Texas Open. It will also stream on Peacock and the Golf Channel app and online at Meta and YouTube. In addition, a series of digital and social ads will be running on TikTok, Reddit, SiriusXM and NBCSports.

“Joy is central to the golf experience and is an integral part of our brand’s unique personality,” said Ken LaRose, senior vice president, brand strategy and consumer experience for FootJoy, which dates from 1857.

Opinionated's client work includes Dick’s Sporting Goods, Dreyer's Grand Ice Cream (Drumstick) and Nature's Way.