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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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Equipment

WRX Spotlight: Ricky Johnson Putters Wide Body Series No. 3

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Ricky Johnson is a man who loves the game of golf and has incredible skills working with metal. Johnson is a machinist and welder by trade and built his first putter in his machine shop for himself. He got requests from friends and soon a small hobby has now turned into a business. Johnson is proud to make all of his putters from the finest 303 stainless steel stock and machined right in the USA, Texas, to be exact. He takes pride in combining great materials, extreme precision, and attention to detail to make sure that every putter that leaves the shop is the best it can be for its new owner.

We got our hands on the Five-O-Six Wide Body No. 3 putter for our review. The Five-O-Six Wide Body No. 3 looks similar to a traditional Anser shape, but with a longer flange and double-stepped bumpers. When ordering your own Ricky Johnson putter you have a bunch of options, from finish to style of neck, as well as the standard loft, lie, and length you would expect. I went with the double bend neck so the putter would be face balanced, similar style to what I have been using for years.

Out of the box, you can tell that this is a quality putter with a great satin finish and minimal milling lines. Even without those milling marks, you can tell the putter is milled from the sharp, crisp lines and perfectly beveled edges. The face contains their “RJ” logo, a built-in Texas symbol, and their own GameFace technology milling. GameFace uses a combination of loft and geometry to help get the ball rolling immediately without the skidding and hopping of traditional putters. Keeping the alignment simple is what I like and Johnson nailed it with a single, thick site line on the elongated flange.

If you desire something different for alignment, or nothing at all, Johnson can customize a putter with pretty much anything you’re eye desires. The shape of the Wide Body No. 3 is very square with sharper corners and bumpers but for you who like a little softer shape, the Wide Body No. 2 is available as well. This putter came with the Pure Big Dog oversized putter grip and for me, it is a little too round and soft. Not a big issue at all since Johnson offers many other grip options when you order.

On the course, the Five-O-Six Wide Body No. 3 really performs well. I didn’t think much of the GameFace technology, but it performed as described and got the ball rolling smoothly right away. Even on these rougher fall greens, the GameFace created a smooth, consistent roll that was easy to dial in. Sometimes these technologies that help roll can make distance control a little more of a guessing game, but not with the Wide Body. Putts were very consistent and you never had one come off the face hot and roll past the hole more than expected. Alignment for me was point and shoot simple with the longer site line and the thicker top line. The combination of those two made it easy to line up the ball on my intended line, giving me more confidence that I could make the putt I was looking at.

The Five-O-Six Wide Body No. 3 is a really well-balanced putter, even for being on the slightly heavier side. Johnson’s putters are between 350 and 360 grams depending on options but it never felt too heavy, like you were having to control the putter during the stroke. Simply pull the putter back and let the well-balanced head do the work on its way through the ball. The feel on this putter is Goldilocks porridge perfect, not to firm and not too soft. Impact will give your ears a slight audible click while your hands feel the solid impact and the ball leave the face. This 303 stainless putter gives great responsiveness on all your putts, hit on center or not. Heel contact is actually pretty soft, just slightly more harsh than center, but the rollout and accuracy is close to spot on. Toe contact will give you a little more harsh vibration, letting you know you missed, and coming up just a bit short of your intended target.

Overall, the Ricky Johnson Putters Wide Body Series No. 3 is a great putter from a brand you probably haven’t heard of yet. I think they are really high-quality flatsticks, with lots of custom options, that you can tailor to fit your needs and wants. Make sure to check them out at rickyjohnsonputters.com.

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Equipment

WRX Spotlight: Shapland Sunday bag

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Product: Shapland Sunday bag

Pitch:Shapland Sports Co. is passionate about design, quality, and doing things right. We believe that quality design is built to last.  Whether it is a beautiful building, a classic car, a family heirloom, or a well-made sports bag, these things become more important to us as time goes on.  We have engineered all of our products so you can take pride in them for years to come. While our products gain inspiration from the great designs of the past, we will only make something if we believe we can improve upon it. Whether by using the best materials available or tailoring it to the modern age, our lightweight and water resistant products made from 14-oz canvas, top-grain leather accents and antique brass hardware will become a reliable addition to your life. When you buy a Shapland product, you know that you are not just getting the best made product money can buy, but the best designed product of its kind.”

Our Take on Shapland’s Sunday bag

Shapland’s Sunday bag is built for comfort and for those walkers out there on the course; it’s a detail which is impossible to overlook. One of the best features of this bag delivers that comfort through the two shoulder straps which are billed as “cushion-like” – a description which is a very accurate assessment. An added benefit of these straps is also the fact that these cushion straps are removable, which gives players options depending on the way they like to carry their bag on the course.

The bag’s lightness is a wonderful relief. Weighing in at just 3.5lbs, the Sunday bag is an excellent walker’s bag and combined with the cushion straps, really provides the low maintenance and practicality which walkers seek on the course.

The bag contains a 4-way cushioned divider which, like the entire bag, is very pleasing on the eye and the bag also boasts an impressive full-length spine rod, and the overall balance of the bag is on point. While lightweight is the priority of a bag such as this, the company have gone to extra lengths to deliver quality, and the premium leather trim enhances the style of the bag, while the actual feel of the bag is luxurious and of excellent quality.

The UV resistant and water-resistant canvas fabric provides you with ultimate protection against the elements which you might not expect to find in a lightweight bag such as this, while the waterproof zippers are another delightful addition of a bag which mixes nostalgia with modernity. The classic colors provided also add to the style, with navy, black, gray, burgundy, and green color codes available.

Generous storage areas on such a lightweight bag is another excellent element provided by Shapland, while the waterproof head comes in the same color as the bag keeping in line with the classic look. Shapland also offers custom embroidery on the bottom of the bag—if personalization is your thing.

Nailing everything you’d want in a lightweight bag while also being easy on the eye, the Shapland Sunday bag retails at $275 and is available to purchase at ShaplandBags.com.

 

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Equipment

Cuater by TravisMathew introduces two new golf shoes: The Moneymaker and The Legend

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New performance brand Cuater by TravisMathew marks its launch today with the release of two new golf shoes – The Moneymaker and The Legend.

Focusing on versatile, comfortable footwear, Cuater’s “The Moneymaker” is a lightweight spikeless golf shoe featuring a waterproof construction. The shoe features a fabric upper which has been treated with 3M Defender to keep stains at bay and to provide maximum durability.

The Moneymaker

The Moneymaker contains an ultra-light, foam midsole, designed to provide comfort and rebound while the TPU spikeless bottom bids to offer golfers extra stability and traction.

Finishing off the new shoe from Cuater is a molded, dual-density Ortholite sockliner and microsuede top cloth.

“The Legend” shoe features Sweet Spot technology throughout the midsole for ultimate comfort on the course and contains a 100% waterproof construction.

The shoe is constructed of premium, full-grain leather, which includes perforations to provide players with a shoe offering excellent breathability.

The company have also launched “The Daily” (Wool/Mesh), which is geared towards your everyday needs. Featuring a moisture-dispersing wool upper, The Daily is available in multiple color options and contains a lightweight feel.

The Moneymaker ($159.95), The Legend ($249.95) and The Daily (from $109.95) are all available to purchase now at travismathew.com/cuater.

 

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