Hey, Team Titleist.
Did You Know that the AVX was the first cast urethane covered golf ball that Titleist offered in high optic yellow?
In 2018, we introduced the AVX golf ball as a companion product to Pro V1 and Pro V1x (Alternative to V and X). Team Titleist members were instrumental in showing us that many golfers could benefit from a ball that performed like Pro V1 and Pro V1x, but with significant differences in Flight, Feel and Spin. Where Pro V1x flies higher, spins more and feels firmer than Pro V1, AVX was designed to help golfers on the opposite side of performance spectrum, flying lower, spinning less and feeling softer than Pro V1.
From the get-go, we knew that AVX’s short game performance had to equal Pro V1 and Pro V1x. For that reason, a urethane elastomer cover was a foregone conclusion. Nothing else could provide the feel and greenside spin required. Timing is everything, and at this time we also happened to be making great strides in new urethane technology. One formulation, in particular, showed promise not only in performance, but also with regards to color.
For years we had looked into the possibility of creating a colored version of Pro V1, but high optic paint systems on our current urethane hadn't produced results that satisfied our high standards for premium appearance and durability. This new urethane prototype, however, had the potential for multi-layered, translucent color that could provide an answer.
R&D chemists developed and tested hundreds of pigmented varieties of this new urethane composition, finally landing on a new formula that was given the lab name of GRN41. When cast on top of a yellow core encased in a tinted yellow ionomer layer, the GRN41 cover delivered high optic visibility with translucent depth, giving the AVX a premium appearance that is remarkably difficult to achieve in a brightly-colored golf ball.
The success of its initial launch and the technologies advanced by AVX would go on to inform future Titleist products and innovations. Throughout testing and its first two years in the market, AVX showed that our new urethane cover system was durable and abrasion resistant, performed as well as the current Pro V1 cover system and would serve fittingly as a medium for premium colored golf balls. This gave Golf Ball R&D the confidence to pursue additional color development and in 2019 we introduced the first high optic yellow Pro V1 and Pro V1x golf balls.
Have you tried Pro V1, Pro V1x or AVX in high optic yellow? Please let us know what you think in the comments below.