Titleist launches AVX golf balls for a softer feel

Titleist released its AVX balls to select markets in the U.S. (Arizona, California and Florida) about seven months back, and now they have opened it to all of the U.S. markets, on Monday, and will be available in Canada from May 2, 2018.

Titleist launched its DT TruSoft balls in Sep. 2017 and have been since then working on finding test results for the AVX balls. The company’s Pro V1 and Pro V1x have been the choice of most of the leading players since Pro V1’s introduction in 2000.

Related: Titleist introduces DT TruSoft balls

Pro V1x was launched in 2003, Titleist has refrained from adding another full-performance model to the lineup-until now. With AVX, Titleist hopes to fill a need for the player who needs a softer feel with the same performance benefits of a high-end ball.

Titleist launches AVX

In a press release, Titleist ‘s vice-president of golf ball marketing, Michael Mahoney, said: “Golfers have spoken loud and clear about the performance of AVX. 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 emphatic. Many golfers were waiting for a product like AVX – our lowest flying, lowest spinning and softest feel high-performance golf ball – to help them play their best.”

Related: Titleist unveils 718 Irons replacing 716

The three-piece ball is manufactured at Titleist’s Ball Plant 3 – which produces Pro V1 and Pro V1x too. The soft feel comes from GRN41 thermoset cast urethane cover specifically formulated by Titleist’s R&D division to deliver short-game spin and improved durability in a softer overall package.

It has a high speed, a low compression core, next to that is a high-flex casing layer which the company says enhances speed and controls the spin.

The Titleist AVX uses 352 tetrahedral catenary dimple design for aerodynamics. The ball will fly a little lower than the Pro V1 and still offer plenty of distance, it will also offer plenty of control on short shots around the greens, and is available in white and high-optic yellow.

AVX is priced at $47.99 per dozen