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Titleist is releasing new “AVX” premium golf balls, made for more distance

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GolfWRX has learned that Titleist is testing new “AVX” golf balls — made with premium performance urethane covers and designed for more distance and a softer feel — in three different markets. The new three-piece golf balls will hit the shelves of golf shops and retail stores for the same price as Titleist’s Pro V1 and Pro V1x golf balls on October 6 in only Florida, California and Arizona to evaluate the demand for such a product.

Discussion: See what GolfWRX members are saying about Titleist’s AVX golf balls here

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The golf balls will be available in both white and high optic yellow based on the photos of the packaging and golf balls.

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According to language written on Titleist’s AVX packaging, the golf balls will have a new, “high speed,” low-compression core that’s designed for a softer feel and more distance. There is also a “high flex casing layer” to enhance speed and control spin. The “GRN41 urethane cover” is said to deliver scoring control, a soft feel and durability.

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It’s clear from the photos we’ve obtained that the AVX golf balls feature a new dimple pattern, at least compared to the Pro V1 and Pro V1x golf balls. According to the packaging, it’s a “352 tetrahedral catenary dimple design” to make it more aerodynamic for flight consistency.

Discussion: See what GolfWRX members are saying about Titleist’s AVX golf balls here

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71 Comments

71 Comments

  1. Tyler Brooke

    Oct 23, 2017 at 12:00 pm

    For Dummies Version: A ball that will go father then their prov and prov1X but is supposed to perform better around the greens and on the green.

    They also flight iron shots lower and come hot off the face.

  2. Bert

    Oct 20, 2017 at 8:09 pm

    Played the ball today for the first time. Felt good off club face and checked well on full shots into the greens. Distance was OK, not sure I picked up any with my 85 MPH swing speed. What I didn’t like about the ball was how it played for short pitch shots. I usually play a gap wedge, if possible, within 60-30 yards and it will bounce once, twice and then bite hard. This ball felt good but would bounce once, twice and then let go and roll. It tried to get it to bite off tight lie, but usually let go and rolled out more than I like. I switched to the B-330 RXS and got the check I wanted. I hit a few side by side and noticed the difference in bite characteristics. I could get used to it, but not sure. I did like the reaction off my driver, like I mentioned, not sure it was any longer, but flight was good for me. I’ll play them for a few more rounds and get a better feel.

  3. Jerry

    Oct 19, 2017 at 6:01 pm

    What is GRN41 Urethane??

    Not as spinny as their Elastomer Urethane in the ProV1?

    AVX – Amateur VX (ProV1X)

  4. Mat

    Oct 13, 2017 at 11:22 pm

    NXT + Urethane…

  5. Mad-Mex

    Sep 24, 2017 at 4:06 am

    Heard next year they will have a rubber wound balata covered premium golf ball,,,,,,

  6. Bobo

    Sep 23, 2017 at 3:46 pm

    The upgrade to the AVX is now in the minds and mill of the folks at Titleist.
    AVX now….. BWY coming soon!!! (CXZ next year).

  7. Mike Tomasi

    Sep 23, 2017 at 2:15 pm

    They should have just come out with a 70 compression pro v1 and called it the pro v1s. Just my marketing idea.

    • SK

      Sep 23, 2017 at 6:02 pm

      AVX now…. BWY soon…. CXZ coming next year…. otherwise no change

  8. retired04

    Sep 23, 2017 at 6:28 am

    Slower swing speed? Try the Srixon Q Star Tour and do your own comparison. I’m 70. 75-77 swing speed-took the time to hit dozens of full and short game shots actually comparing the Pro Vs to the Srixon ball and the Srixon ball was as good or better at $30 or less per dz.. Had to convince myself and I did.

  9. BO

    Sep 22, 2017 at 9:24 pm

    urethane…. non-urethane…..uranusthane?

  10. 2putttom

    Sep 22, 2017 at 4:12 pm

    lol .. these comments and responses remind me of public comment time at a city council meeting

    • abxgolf

      Sep 22, 2017 at 4:58 pm

      golf clubs and balls are gearhead heaven and let no man put that asunder

  11. James Strachan

    Sep 22, 2017 at 3:57 pm

    VICE are made in yellow.

    • abxgolf

      Sep 22, 2017 at 4:59 pm

      try finding one of those in autumn leaves lol

  12. Jack Nash

    Sep 22, 2017 at 3:48 pm

    Re-Branding
    Re-Engineering
    Re-Thinking
    Re-Imagining (the latest BS acronym)
    Re-Jigging
    Re-Treading

    All great ideas run thru the Constant Mill of failed actual new ideas.

    3 piece balls go far Correct.
    3 piece balls can have a soft cover.
    3 piece balls will never have enuff spin greenside.

    • abxgolf

      Sep 22, 2017 at 4:57 pm

      rush down to yer nearest big box golf mecca store and buy a dozen or two is you loose lotsa balls.

  13. DrB

    Sep 22, 2017 at 1:33 pm

    It is their way of catching up to Bridgestone, Callaway, Wilson (!), and perhaps others without having to eat crow and change their narrative of the last few years. Titleist has always maintained that either ProV1 or ProV1x is the best ball for your game regardless of your swing speed. (Their other balls exist for those players for whom price is a consideration.) Other companies have brought out tour-quality balls optimized for sub-100mph swings and have found great success with customers. So, Titleist had a problem: they could ignore the success of the likes of the Chrome Soft, B330RX, et al, and continue to lose market share, or come up with a new ball optimized for the sub-100mph swing that has a urethane cover, great distance, tour-quality short game performance, but not contradicting their previous proclamations that ProV1(x) is still best for everyone. Enter the AVX

  14. asugrad1988

    Sep 22, 2017 at 12:36 pm

    It sounds like the Bridgestone E5 golf ball. 3 piece ball with a urethane cover. About $20 a dozen.

    • Jack Nash

      Sep 22, 2017 at 3:49 pm

      Add the name Titleist and double the cost. Re-Branding.

    • Mat

      Oct 13, 2017 at 11:20 pm

      And probably not as good as the e5.

  15. MamasBoy

    Sep 21, 2017 at 10:55 pm

    Mo’ distance….. Lo spin…… Hi shot….. Hit da pin

  16. Speedy

    Sep 21, 2017 at 8:51 pm

    No thanks, another of their overpriced balls.

  17. MamasBoy

    Sep 21, 2017 at 5:00 pm

    “made for more distance”??
    I need more distance so I’m gonna switch to AVX and they will match my PXG’s
    AVX + PXG = APXXVG ….. woooh

  18. Rich

    Sep 21, 2017 at 10:55 am

    Flat dimples , looks like the Wilson Staff C golf ball of a few years ago. It seems Wilson Duo had it right after all, Callaway has copied it in the soft, TaylorMade has tried to copy the idea of softer and now another attempt by Titleist to copy the DUO ball. Titleist has again put a ball out that is in the upper ranks in price thinking they will buy it just because of the name…. Titleist over priced and under delivered on most of their goods. They are like the car companies of the mid seventy era.

    • Brian

      Sep 22, 2017 at 7:43 pm

      Golf is a game of ‘status’ and the boys with the newest toys play together. You will never find a foursome of buddies with one playing 5 y.o. clubs. If you wanna play, you gotta pay.

  19. Acew7iron

    Sep 21, 2017 at 8:44 am

    Their answer to the Kirkland ball?

    • Brian

      Sep 21, 2017 at 4:28 pm

      Except it’s still over 3x the price of a Kirkland…

      • Bert

        Oct 4, 2017 at 5:30 pm

        Whatever happened to the Kirkland ball? Is it finally on the shelves again; and if yes, is it really the same specifications as the one that stirred everyone up?

  20. Tanner

    Sep 21, 2017 at 7:47 am

    Perhaps their answer for calls for a yellow pro v ?

    • carl spackler

      Sep 21, 2017 at 8:25 am

      but, but they said they couldn’t make a ball with a urethane cover yellow due to the nature of urethane

  21. stevemac

    Sep 20, 2017 at 10:09 pm

    Yeah we do play golf in Texas year round!!!!!!!! Sure hope I am going to get my test balls here. How do you leave out Texas?

  22. Rich Douglas

    Sep 20, 2017 at 9:32 pm

    Too little information. Are these some cool, new breakthrough? Or are they just re-packaged Titleist Velocity balls? Something in between? Something else?

  23. TigerArmy

    Sep 20, 2017 at 5:16 pm

    Where the hell do these fit in between the ProV1s and the NXTs???
    Looks a lot like the Bridgestone strategy where they try to sell sub par tour balls RX / RXS as premium balls to hackers.

  24. AllanA

    Sep 20, 2017 at 5:01 pm

    AVX … AVX … AVX??? ….. Oh, I get it ….. A (Pro)V(1)X …. LOLOL

  25. Guia

    Sep 20, 2017 at 4:30 pm

    I will give it a try. Personally though, I use any number of brand balls and have seen very little difference.

    • AllanA

      Sep 20, 2017 at 4:58 pm

      Oh, no… there must be a difference… look at all the claims and promises… it must be better because it’s the newest.

    • larrybud

      Sep 21, 2017 at 10:01 am

      There is certainly a difference between urethane and non-urethane balls as far as spin goes, especially on approach shots.

      Distance? Eh, all within your margin of error.

  26. Davey Dave

    Sep 20, 2017 at 4:17 pm

    Looks like a good target for an after-hours water hazard diving expedition. Seriously, I’d like to try them to see if they change my second shot.

  27. golfraven

    Sep 20, 2017 at 4:10 pm

    Looks loke a NXT to me. Same packaging but different name?

  28. Brian

    Sep 20, 2017 at 4:08 pm

    Until their balls are reasonably priced, the only Titleist’s I’ll play are those I find on the course.

  29. Judge Smeills

    Sep 20, 2017 at 3:52 pm

    Still waiting for the release of new DT Solo and the Tour Prestige

  30. Irma

    Sep 20, 2017 at 3:47 pm

    Titleist, starting to lose their ball market badly to Srixon, Bridgestone, TM, so they decide to copy and say why fight them, join them. Typical of a Korean-owned company looking to cash in, like always, with copies.

    • Thomas A

      Sep 20, 2017 at 4:24 pm

      Fila Korea sold Titleist. They are American, publicly owned now. If you read GolfWRX you’d know this.

      • CCGolfTx

        Sep 20, 2017 at 9:44 pm

        Acushnet owns Titleist but Fila Korea still owns Acushnet and owns the controlling percentage of the company.

      • Irma

        Sep 21, 2017 at 2:16 am

        No, it didn’t. You would know that if you lived in the outside world
        https://en.wikipedia.org/wiki/Acushnet_Company

        • surewin73

          Sep 21, 2017 at 11:00 am

          From your Wikipedia page….

          The Acushnet Company is an American company and a subsidiary of Fila Korea, Ltd. that makes golf equipment and clothing.

          Acushnet is still owned by Fila Korea!

        • ibo

          Sep 22, 2017 at 10:43 am

          Irma it literally says The Acushnet Company is an American company and a subsidiary of Fila Korea, Ltd. that makes golf equipment and clothing. in the first line of the article. LOL

          • Irma

            Sep 23, 2017 at 6:35 pm

            Yeah. I was answering Thomas A’s retort that Fila Korea sold Titleist. It didn’t.
            You would know that if you understood how the reply listings worked here. Duh

  31. Double Mocha Man

    Sep 20, 2017 at 3:35 pm

    Did they stop making the “Velocity”… it was their long ball?

  32. Golf64

    Sep 20, 2017 at 3:13 pm

    So 4 balls in the same price category?! Only thing I like about this is it comes in yellow. No customer here at ProV1 prices!

  33. Scott

    Sep 20, 2017 at 3:12 pm

    Hey why not right? Give it the old Billy Baron!

  34. cgasucks

    Sep 20, 2017 at 3:12 pm

    A 3 piece Urethane covered ball at the same price as the Pro V1? There’s no incentive for the golfer to buy the AVX (maybe a dozen or two for curiosity’s sake) long term and might as well buy the tried and true Pro V1 for the same price.

  35. Teaj

    Sep 20, 2017 at 3:08 pm

    im confused, someone needs to do a review with these, PROV1 and PROV1X

  36. Golfinnut

    Sep 20, 2017 at 3:08 pm

    with their quarterly golf sales down the toilet … why come out with a premium distance ball priced just like the V1? No one buys the ProV1 for just that reason. It’s just too damn expensive. No wonder it’s only in 3 states.

    • Golfandpuff

      Sep 20, 2017 at 3:59 pm

      Stats? Proof sales are down? Why don’t you get me the mfg cost per ball while you are at it? Thanks!

      • Brian

        Sep 20, 2017 at 4:12 pm

        A simple google search will tell you what is common knowledge on Titleist’s recent sales decline.

        • AllanA

          Sep 20, 2017 at 4:55 pm

          Golf equipment sales to the recreational golf market is down because the average golfer is aging and giving up the game. The demographics backs this up.
          So the golf OEMs are shifting their sales to the upscale market because that’s where the money is. It’s happening to drivers, irons, wedges, balls, everything.
          Most on these forums are not so rich that they don’t have to ask for the price of the equipment; they are mostly gearhead wannabes who fall in love with the newest and fanciest toys.

      • Cdub

        Sep 20, 2017 at 6:51 pm

        They are a public company. Read their last Q earnings release.

  37. AllanA

    Sep 20, 2017 at 2:25 pm

    Titlesist Promises:
    – More distance
    – Softer feeel
    – Enhanced speed
    – Control spin
    – Scoring control
    – Durability
    – More aerodynamic
    – Flight consistency
    – Optic color
    – Fancy dimples
    Premium performance at a premium price on par with ProV1-x.
    Sooo, if you want to be a good golfer you must spend more $$$$ on your equipment, shoes, accessories and clothes too. It only makes sense.

  38. new stuff!!

    Sep 20, 2017 at 2:25 pm

    what I don’t understand is why they don’t make the v1 or v1x in yellow.
    waiting for tp5 to come in yellow as well.
    until then… chrome soft it is

    • AllanA

      Sep 20, 2017 at 5:05 pm

      No ‘yaller’ ball for me…. maybe a pink Volvic…. maybe not …..

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Whats in the Bag

Lee Westwood’s winning WITB: 2020 Abu Dhabi HSBC Golf Championship

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Driver: Ping G410 Plus (10.5 degrees at 10 degrees, neutral)
Shaft: Aldila NV 2KXV Green 65 X (tipped 1/2 inch)

3-wood: Ping G410 (14.5 degrees)
Shaft: Aldila NV 2KXV Green

Hybrid: Ping G410 (19 degrees at 19.7)
Shaft: Aldila Tour Green Hybrid 85 X (40.5 inches)

Driving iron: Ping G Crossover (2)
Shaft: Ping JZ Stiff

Irons: Ping i210 (4-UW)
Shaft: Ping JZ Stiff w/Cushin stepped 1 strong

Wedges: Ping Glide Forged (60 degrees)
Shaft: Ping JZ Stiff w/Cushin, stepped 1 strong

Putter: Ping Sigma 2 Fetch

Grips: Lamkin Crossline Full Cord 58 Rib (+2 wraps) on woods, Ping ID8 White 1/2 Cord (+2 wraps) on irons

Ball: Titleist Pro V1x

 

Additional specs on Ping.com

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Equipment

From a Fitter: Everything you need to know about wedge shafts

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This is such a dark corner of the golf industry that I truly believe needs a lot of work. Hopefully, this article can shed some light on wedge shafts for you.

I will mention some standards, explain some of my experience, and hopefully, help you make some good choices.

Linking back to the first article on aspects of a wedge that I target when fitting, I place a lot of weight on the style, bounce, grind, and loft/lie/length to get my wedge fitting started. As we move into shaft options, I look at crossing T’s and dotting I’s to ensure a player enjoys their new wedge setup.

We carry a bunch of shaft options built into different heads. As yet we do not have a consistent way to swap shafts in wedges during a session that still allows them to play at a reasonable swing weight and perform as we would like. Moving forward, I will be looking to explore this area to see if we can deliver better service and experience.

Generic standards for wedge shaft setup

  • Dynamic Gold “wedge flex”
  • Matching exactly the same shaft in your irons to your wedges
  • A slightly heavier shaft in your wedges
  • Putting an 8-iron shaft in your wedges
  • Using a wedge-specific shaft

During an iron fitting, we see a lot of variables in flight and feel, this is mainly because we use 6-irons as our demo clubs. When clients are hitting 6-iron shots, they are often looking for max carry, flight, and shot-shaping ability. This leads to hitting a lot of full swings and placing the shaft under a decent amount of load, therefore, we see some notable changes when we swap shafts. This will not show up as drastically in wedges as we are not always trying to hit the full shot. 

As we get into wedge fitting, I discuss with my clients in-depth what they use each wedge for, how far they hit them, what is the most common shot they play, what are the most common bad shots, how does the ball react on the green and what shots do they feel they need in the bag. Basically, trying to get a good overview of their game in a short period. In very few cases do players mention the ‘full shot’ lets them down? Often players say they are more comfortable hitting “softer shots” or 3/4 swings, this gives them the flight/shot that they require on a regular basis and the niche shots and consistency lets them down.

Logic here says to me, you probably do not want exactly the same shaft in the irons all the way down to the lob wedge when you are hitting soft shots 95 percent of the time. When I look at shaft specs, I am trying to build a shaft that can easily put up with the stress of a full shot and handle a softer shot without feeling blunt (for all clubs in the bag).

When I merge this process into wedges, the only wedge a “matching iron” shaft seems to be applicable (for the majority) is the gap wedge or the wedge that is predominantly a full-swing club. This is the club you hit full and maybe knock-down shots with, but you’re rarely trying to hit “flicky” spinning shots. (Those shots are why you also have a sand and/or lob wedge in the bag).

It would then make sense that if you are rarely hitting any full shots with your sand wedge or lob wedge, you probably want a softer golf shaft in those (as they are not trying to put up with your “flat out” swing), still ensuring the shaft does not feel ‘blunt’ or hard work to play around the greens with.

This is not a one size fits all theory, but I think a lot of players would have success even thinking about their wedge shaft layout in this way.

As an example: Personally, I am playing True Temper Dynamic Gold Tour Issue 120g X100 flex iron shafts. I hit a lot of full shots with my 50 and 54, so I have chosen to play the DG 120TI X100 shaft exactly the same way in those two clubs. My 60-degree however, I rarely hit the full shot, so I feel need it a little softer in stiffness, but I need the weight to get my tempo correct and to give me more control to hit lower shots. For this club, I play the Dynamic Gold S400 Tour Issue. I chose this shaft as the profile is very close to my iron shaft but it is 13g heavier and has a slightly softer tip section, which I feel gives me a little better response.

Please see the S3 shaft profile comparison below

(I am very lucky to have the S3 shaft data, it gives me an apples-to-apples comparison of shaft profiles and weights and make wedge shaft selection a lot easier).

I also wanted to capture some data to highlight the difference wedge shafts have as simply as possible. Below is a graph showing a PGA pro’s shot grouping with a few shaft options. His 6-iron speed is about 94mph, and he has a sharp back-swing to down-swing ratio. This would put him at the quick end of people I fit. This generally means the player enjoys stiffer shafts, stiff style profiles, high swingweight, high total/shaft weight (and again not in all cases).

He tested three shafts all in the same wedge head, with the same length, loft, and lie.

Please see the grouping below

The three shafts tested were: Nippon Modus 105 Wedge specific, Dynamic Gold Wedge flex and Dynamic Gold Tour Issue S400.

In no way am I trying to demonstrate the DG S400 is the best shaft for wedges, but in this group of data all that shows up is, the stiffest profile, heaviest shaft (of the test group) gave the player the tightest grouping for his 55-degree wedge shot. His explanation was that he felt the club’s position in the swing better and the strike through the turf was much more consistent, producing more consistent land zones with the DG S400. This small test shows that the wedge shaft alone has an impact even for a skilled golfer.

There are however always exceptions to theories (especially in golf!)

When I have a player using, for example, C-Taper 130 X or Dynamic Gold X100 in their irons it is tough to find a profile that matches closely that is heavier and not any stiffer. In these cases, I tend to have them play the same shaft all the way down to their LW, but I try to increase swing weight and decrease FM in the niche shot wedges (SW and LW). This can just mean adding head weight to soften the shaft a little, or sometimes soft-stepping the product to get some ‘feel’ back. 

The key take-away points

  • Think about the shots you play with your wedges most and how hard you hit them
  • Think about linking your shafts to your irons, but they do not always have to match
  • Test options and measure: grouping, turf interaction and flight consistency
  • Try and break down if the ‘”feel” of stiffness or weight help or hinder you making a consistent swing/strike
  • Don’t just settle with the shaft the wedges come with… unless they match in with your setup!

Getting all the information in one article is always tough, and I hate generalizing, so feel free to shoot me some questions—I like to try to help and also hear your experience and ideas when I can!

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Equipment

2020 Scotty Cameron Special Select putters

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Scotty Cameron has been refining and defining putters for more than 25 years at Titleist, and to celebrate 2020, he’s releasing the new Scotty Cameron Special Select putter line to showcase timeless, tour-proven designs, crafted with impeccable attention detail.

2020-scotty-cameron-select-2

Putters are unique clubs because the great styles and classic shapes never go out of style, kind of like cars. Yes, we have seen a growth in larger geometry and technology packed designs, but the classics are classics for a reason, and they will continue to live on.

2020-scotty-cameron-select-5

The inspiration for the new Special Select putters came directly from combining Scotty Cameron’s most classic shapes with tweaks driven by tour player requests. When it comes to Cameron-designed putters, it’s never going to be about reinventing the wheel, it’s about taking a proven philosophy and refining the end product to perfection. That also means using the best materials, controlling the process start to finish, and milling from a solid block of 303 stainless steel in the USA.

2020-scotty-cameron-select-7

Each model in the Special Select putter line has been completely reworked, including Cameron’s classic Newport, Newport 2 and Newport 2.5 style blades. A newly refined Del Mar joins the new Fastback 1.5, Squareback 2, Flowback 5 and Flowback 5.5 mid-mallet models.

“With Special Select, I wanted to get back to the pure-milled shapes and faces that I’ve been crafting for tour players for over two decades now. We’ve brought those designs into the modern era with new setups, necks, faces, grips and weights. Every aspect of every putter has been redone. When it all came together, it was pretty special.” – Scotty Cameron

2020-scotty-cameron-select-16

The Performance Behind Special Select

Everything Scotty Cameron and Titleist is driven by the endless pursuit of creating the most high-performance products for the best players in the world and then bringing that technology and performance to dedicated golfers. The changes made to the new Special Select line to differentiate it from previous Cameron putters of the past are all tour inspired and include

  • Soft Tri-sole Design: Special Select blade models are milled with a tour-inspired soft tri-sole design. This self-soling feature promotes the putter sitting square to the target line at address. The key to this design feature is a slightly negative bounce sole that puts the putter in the correct position time after time.
  • New Balanced Weighting: Heel and toe positioned weights in the sole of Scotty Cameron putters are not new, in fact they have been around for more than a decade now in other select models, but like the rest of the Special Select series it’s about refinement not reinvention. These customizable weights assure that each putter is properly balanced based on putter length, and the golfer’s stroke. There are stock configurations but putters can be made lighter or heavier by request through custom order.
  • More photos of the Scotty Cameron Special Select putters in the forums.
  • See what WRXers are saying about the 2020 Cameron lineup. 

2020-scotty-cameron-select-16
The blade models all come fit with new tungsten sole weights that are heavier than previous steel ones. This allows for sleeker shapes with larger sweet spots. The mid-mallet putters use a stainless steel sole weights for optimal balance and weight distribution.

  • Refined Hosel Configurations: This is the true nitty gritty, to be sure every attribute of each model is perfect before being put in the hands of the golfer. The Newport and Newport 2 putters, for example, feature a slightly shorter plumbers neck for medium toe flow, with a newly-defined socket radius (where the hosel neck meets the top line) repositioned with onset to provide better visibility of the leading edge at address, allowing for easier alignment.

Scotty Cameron Special Select Models

As mentioned, there are eight models to choose from in the new Special Select line; three blade models and five mid-mallet options with a look and toe flow for any stroke.

  • Newport, Newport 2, Newport 2.5, Del Mar, Fastback 1.5, Squareback 2, Flowback 5, and Flowback 5.5.

Final Touches

Each Scotty Cameron Special Select putter comes stock with a new grey Pistolini Plus grip with distinctive white lettering. The new Pistolini Plus maintains the shape of the original Pistolini but with a slight build-up lower hand.

The Special Select line’s un-plated stainless steel heads are bead blasted for an easy-to-maintain glare-resistant look that won’t show wear like putters with traditional plating or applied finish. The signature red cavity dots have also been given a styling upgrade with each dot milled with a recessed channel, which is then polished and hand-painted with cherry red translucent paint.

Pricing and Availability

Special Select putters will be priced at $399 and will be available Jan. 24 in North America and March 27 worldwide through Titleist authorized golf shops.

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