Golfers are gradually learning that not every golf club might be a fit got their golf game. How they deliver a golf club plays into what is suitable for them. This is now starting to extend to golf balls where players are realizing that golf ball models are very distinct in what they provide to the player (and their swing) based on the ball construction.
That applies to the largest golf ball manufacturer in the world, Titleist, who have a myriad of models, including multiple at the premium end of the spectrum. It’s there where most players are familiar with models like the ProV1 and ProV1X but in 2017 they introduced the AVX.
Originally market tested by the company in some warm weather climates late that year, the model blossomed into a full release, providing a golf ball that was lower launching distance ball with a soft feel.
As of next week, on January 24, consumers will be able to purchase the 4th generation of the AVX. It has carved out a strong niche spot in the market, fitting a specific sub-set of player who seeks it’s unique properties.
In the new model the company claims more distance, more short game spin, and a softer feel thanks to all-new engineering.
In testing over the last month, we can certainly verify those claims. All aspects of the ball’s performance have been enhanced while keeping the traits within their previously established windows.
“When we ask golfers why they play AVX, the answer is usually distance and feel,” said Jeremy Stone, Vice President, Titleist Golf Ball Marketing. “When we ask them what they want more of, the answer is usually greenside spin. New AVX is unique because not only were we able to give golfers more spin and control around the greens, but we were also able to improve on AVX’s strengths. Golfers are going to find the new AVX is a better golf ball across all performance attributes while still staying true to its original long and soft identity in the Titleist lineup.”
To enhance the model, the company has boosted ball speed thanks to a new core, enhanced flight through a new 346 dimple design, and blended in a new casing layer that lowers long game spin while softening the urethane cover for more spin around the greens.
“When we talk about the gradient of the core, we’re talking about stiffness as it radiates from the center of the core to the outermost layers of that core,” said Mike Madson, Vice President, Titleist Golf Ball R&D. “With AVX’s core reformulated for a higher gradient, we’re able to give golfers more of that low spin and long distance with their long irons and hybrids, which is hugely important to the AVX player.”
He adds, “With three-piece construction golf balls, one of the real benefits is the hard-over-soft and soft-over-hard relationships which allow us to control spin in various aspects of the game,” Madson said. “For example, when there is a very high-speed impact condition, the cover is going to play less of a role during that collision. Most of what is interacting with the club face is that stiff casing layer and that soft core, which is a hard-over-soft relationship. When you have hard-over-soft, it drives spin down. Conversely, on shots around the green, the impact with a wedge is a lower speed collision or more of a glancing blow where the interaction is primarily between the cover and the casing layer. When you have that soft cover over that stiff casing layer, that soft-over-hard relationship drives spin up. This helps give AVX golfers the distance they enjoy at the top end of their bags as well as the greenside spin they seek with their wedges.”
When compared to the Titleist premium trinity of Pro V1, Pro V1x and Pro V1x Left Dash, the AVX still holds it’s own as the flatter flying ball with lower spin, and super soft feel.
The new AVX golf balls will be offered in both white and high optic yellow with a price around $64.99 (CAD).
