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Successful hills are here to stay Everything must be this way Gentle streets where people play Welcome to the Soft Parade Seems as though every ball company out there has been grooving to The Doors, as another member joins the "Soft Parade." This came in today from Bridgestone... Bridgestone Golf Introduces Extra Soft Golf Ball Line Company Dares Golfers to be Better by Maximizing Distance with Excellent Feeling New Model (COVINGTON, GA) – Bridgestone Golf – Innovator and manufacturer of premium golf balls, clubs and accessories – today unveils the new Extra Soft golf ball series, available now at select retailers nationwide and bridgestonegolf.com. The Extra Soft ($21.99) provides maximum length on all shots for mid-to-high handicappers, without the harsh feel and feedback associated with many balls engineered to improve distance. An enhanced core design creates additional forgiveness off the tee, helping players consistently achieve longer, straighter drives. Extra Soft models will be offered in white, yellow and pink colors. “After more than a decade of performing golf ball fittings for players of all skill levels, we've learned that golfers have different needs, preferences and budgets,” says Adam Rehberg, Golf Ball Marketing. “With Extra Soft we've developed a ball that feels amazing, but doesn't sacrifice the distance or accuracy that is often seen as a drawback to playing a softer ball.” Separating Bridgestone from all other ball manufacturers is the company's unique and proven approach to new product development. It introduced a proprietary Ball Fitting system in 2007 and uses the data gathered to drive research and development. This real-world understanding of player needs was a catalyst in the creation of the company's most popular offerings, including the recently launched e6 SOFT and e6 SPEED series ($28.99 per dozen), as well as many more. In addition to the new Extra Soft, Bridgestone Golf designs a diverse portfolio of golf balls to meet the needs of all player performance characteristics, including the B330, B330S, B330RX, B330RXS, e6 SOFT, e6 SPEED, Powerdrive, Laddie Extreme, and Lady. More information on the company's ball, club and accessories offerings are available at www.bridgestonegolf.com.