BREAKING the mould

To mark shoe giant FootJoy's 100th anniversary, Neil Tappin flies out to its HQ near Boston to find out more about the brand's past and future, before setting up tent in the buzzing campsite it sponsors at The Open

- Neil Tappin

It's 9pm on Open Tuesday and a light breeze whispers round the sprawling canvas village in which I'm sitting at the heart of the Championship's official campsite.

Royal Liverpool's historic links lies a few hundred yards away and there's a buzz about what's in store. In many ways, this canvas conurbation, with its festival-style atmosphere, epitomises the slow revolution taking place in golf.

From popstars to reality TV personalities, golf is drawing a new crowd, inspired less by history and tradition and more by fresh air and camaraderie. Around me are the people who will bring much of the atmosphere to Hoylake over the next few days.

Since The Open campsite first appeared at Troon in 2016 it has grown dramatically, with 770 tents now taking up to 2,000 golf fans and under-25s with a valid Open ticket staying for free. The R&A and headline campsite sponsor, FootJoy, have created the infrastructure and entertainment that have now made this a go-to accommodation option.

Hoylake also marks the crescendo of FootJoy's 100-year celebrations, with guest appearances from FJ players and influencers throughout the week, plus opportunities to see the brand's latest products. By embracing the campsite and adding to its unique atmosphere, FJ is making a bold statement about its own future in the game.

Here, we tell the remarkable 100-year story of FootJoy, from its earliest golf shoe designs to today's Open campsite, with a nostalgic look back on products from the past and a look forward to what the future has in store. To do this properly, we jumped on a plane to FJ's HQ in Brockton, just outside Boston in Massachusetts...