Having been introduced in spring 2018, the Titleist AVX golf ball was ready for something of a makeover. At least that is the way company officials felt after soliciting performance feedback from staff professionals as well as recreational players who used the product – and then engaging members of Titleist’s research-and-development team as to their thoughts on how to make an already acclaimed golf ball even better. The result of those endeavors was the release at last week’s PGA Merchandise Show of a next-generation AVX, which is designed to have the lowest flight, lowest spin and softest feel of the equipment maker’s three premium ball products.
Bottom line, the AVX has been re-engineered completely. The new version features a larger, reformulated low-compression core that is designed not only to enhance feel but also to work with a redesigned, high-flex casing layer to deliver greater ball speed and low long-game spin for more distance. In addition, a thinner cast urethane cover is employed to produce increased spin and control around the green.
“In our ongoing discussions with golfers, we are constantly meeting players who tell us, ‘AVX is the ball I’d been waiting for,’ †said Frederick Waddell, the senior product manager for Titleist golf balls. “At the same time, we have been able to lean on those golfers to better understand how they experience AVX and what they can do to help lower scores.
“The improvements to AVX are a direct result of their insights and the inventiveness of our R&D team to take this design to the next level. And we expect golfers to see better numbers across the board.
“The new AVX is faster and longer. It performs better around the green and delivers even more of the incredibly soft feel that golfers love about this product.â€
The AVX is available in both white and high-optic yellow.
