By John Steinbreder of Global Golf Post
Last fall in Arizona, California, and Florida, Titleist initiated an extensive market test of a new golf ball called AVX. Made at the company’s Ball Plant 3 in New Bedford, Mass., and designed to promote a low and penetrating flight and provide exceptional feel, the product received such resounding endorsements that Titleist decided to bring it to market. A rollout to golf shops in the United States began in late April, and the ball will be released to the rest of the world later in 2018.
In creating AVX, Titleist engineers turned to a high-speed, low-compression core made to enhance both distance and feel. The invention of a new, high-flex casing layer allowed them to further bolster ball speed while better controlling spin, they say. And a proprietary GRN41 thermoset cast urethane elastomer cover has been formulated to deliver that much-coveted short game control as it also improves durability. Finally, a catenary aerodynamic design is used to encourage a piercing, low-trajectory ball flight.
“Golfers (in the market test) spoke loud and clear about the performance of AVX,” says Michael Mahoney, vice president of golf ball market for Titleist. “While our R&D team is constantly exploring new golf ball technologies, only a limited number of prototypes ever make it past the initial machine-and-player-testing phases. AVX stood out from the beginning.”
“Ultimately, it was important to let golfers decide whether this golf ball had a place in our line, and the results of our test market were empathetic.”
The AVX is being offered in white and high-optic yellow.
Republished with permission from Global Golf Post.