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2020 Titleist AVX Golf Ball

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The 2nd generation of AVX is released, full details in the Press Release below.  Will be interesting to see if an already good ball is improved.

FAIRHAVEN, Mass (Jan. 22, 2020)  The next generation of Titleist AVX ­is engineered for greater ball speed, longer distance and increased short-game spin – advancing the multi-component golf ball technology that has produced breakthrough results for golfers who prioritize distance and extremely soft feel.

First introduced in the spring of 2018 following a comprehensive four-month test market, AVX was developed as a performance alternative to sit alongside Titleist’s industry-leading Pro V1 and Pro V1x models – offering the lowest flight, lowest spin and softest feel of the three premium performance offerings. 

From core to cover, every piece of the new Titleist AVX golf ball has been reengineered to deliver improved total performance from tee to green:
• The engine of 2020 AVX – a larger, reformulated low compression core – works in combination with a redesigned high flex casing layer to deliver greater ball speed and low long game spin for more distance.


• A new, thinner cast urethane cover – specifically formulated for AVX by Titleist Golf Ball R&D chemists – delivers increased spin and control for improved greenside performance.

• The increased core size also produces an even softer-feeling AVX.


New AVX, offered in both white and high optic yellow, is now available in golf shops worldwide. 

“In our ongoing discussions with golfers, we are constantly meeting players who tell us, ‘AVX is the ball I’d been waiting for,’ ” said Frederick Waddell, Senior Product Manager, Titleist Golf Balls. “At the same time, we’ve been able to lean on those golfers to better understand how they experience AVX and what we can do to help them shoot lower scores. The improvements to AVX are a direct result of their insights and the inventiveness of our R&D team to take this design to the next level – and we expect golfers to see better numbers across the board. The new AVX is faster and longer, it performs better around green, and delivers even more of the incredibly soft feel that golfers love about this product.”


Every AVX is made by Titleist associates in the company’s state-of-the-art Ball Plant 3 manufacturing facility to the highest performance and quality specifications in the industry, ensuring the most consistent performance ball to ball, and dozen to dozen. 

2020 AVX PERFORMANCE & TECHNOLOGY

AVX delivers unmatched performance in a low compression, multi-layered construction through proprietary core, cover and aerodynamic technologies: 

 New, Larger Core Formulation generates high speed and low long game spin to drive more distance with exceptionally soft feel.


 Redesigned High Flex Casing Layer promotes higher ball speed and lower spin on long shots for enhanced distance.


 New, Thinner Cast Urethane Elastomer Cover System has been specifically formulated by Titleist R&D to provide greater ball speed and increased greenside spin and control.


 Unique Catenary Aerodynamic Dimple Design delivers a piercing, low trajectory while providing a consistent ball flight on all shots.

 

AVAILABILITY

The new Titleist AVX is available in golf shops worldwide beginning Jan. 22. MAP $47.99.

 

AVX 2020.jpg

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Increased green side spin is huge for this ball. That was something I noticed in the rounds I played with it upon initial limited release before it became a retail ball 2 years ago.  It’s one thing I noticed as a complaint in various online spaces. Should be an uptick in sales with this change 

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7 minutes ago, RickyBobby_PR said:

Increased green side spin is huge for this ball. That was something I noticed in the rounds I played with it upon initial limited release before it became a retail ball 2 years ago.  It’s one thing I noticed as a complaint in various online spaces. Should be an uptick in sales with this change 

We tested this in October at the TT invitational, and i was pretty impressed with the spin numbers I was getting on 30 yard wedges shots, right up there with the VX

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Put the AVX (first gen) into play a few months ago.......absolutely love it. I haven't had any issues getting it to stop on greens with any iron. Also enjoy the lower, penetrating ball flight over the Pro V1 and other premium balls.

Can't wait to try the new one out. Longer and softer is always a good thing!

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I'm an AVX guy, so I'm ecstatic about this.  Now for the weather to break...in 3 months.

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I played the AVX most of last Fall, but gave it up due to how it performed on and around the greens. I may try it again this Spring. However, I got a couple of dozen Pro-V-1Xs for Christmas and it seems to work better for me.

Edited by Hoganman1

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2 minutes ago, xxio said:

Softer? I thought soft is slow?

By most measures it is.  But companies still feel they need a ball in that category as the general public isn't aware of that, and there is still a lot of belief out there that "I need to play a soft ball" 

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13 minutes ago, xxio said:

Softer? I thought soft is slow?

It’s softer than Prov1 and 1x but doesn’t necessarily mean it’s soft. This is a tour level ball designed for golfers with high spin and/or looking for a lower flight than the other two prov models

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1 hour ago, Golfspy_CG2 said:

By most measures it is.  But companies still feel they need a ball in that category as the general public isn't aware of that, and there is still a lot of belief out there that "I need to play a soft ball" 

 

1 hour ago, RickyBobby_PR said:

It’s softer than Prov1 and 1x but doesn’t necessarily mean it’s soft. This is a tour level ball designed for golfers with high spin and/or looking for a lower flight than the other two prov models

Thanks for clarifying that,  I should have given more detail in my answer, Titleist does in fact have a "soft" ball in it's Tour Soft model, but you are absolutely correct the AVX has a lower compression than the ProV' models (from what I understand---as Titleist doesn't generally make the compression of it's balls public) but isn't a true soft ball. 

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2 minutes ago, Golfspy_CG2 said:

 

Thanks for clarifying that,  I should have given more detail in my answer, Titleist does in fact have a "soft" ball in it's Tour Soft model, but you are absolutely correct the AVX has a lower compression than the ProV' models (from what I understand---as Titleist doesn't generally make the compression of it's balls public) but isn't a true soft ball. 

The first two paragraphs of the OP do a good job about it being a softer feel and not necessarily softer as you mention from a compression standpoint which as per the info mgs reported during the ball study is another “measurement” in golf that doesn’t have a standard across OEMs

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My point was, that does this mean that this newer version is slower than the original.

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4 minutes ago, xxio said:

My point was, that does this mean that this newer version is slower than the original.

Why would it be slower?

the very first paragraph sentence in the OP clearly states greater ball speeds.

 The next generation of Titleist AVX ­is engineered for greater ball speed, longer distance and increased short-gamespin –

 

They’ve added green side spin while keep it lower spin and lower flight than the original they design changes.

The notion of 1) the original being slow is incorrect to start with 2) it’s been stated in multiple threads and that slow doesn’t mean short. 
 

The ball is designed as a tour level ball for players that lose distance thru spin and trajectory of the Prov1 and Prov1x. It has similar  performance qualities for those who need less spin off the tee and with irons and help in bringing flight down. The avx for many is as long or longer than other tour balls. I have a friend who is a low hdcp high swing speed guy but is also high spin player and this ball fits him perfect. 

 

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Per the mgs ball guide the original avx has a compression using their testing of 96. The compression for Prov1 104 and Prov1x 111

Callaqau chrome soft x had a compression of 100 chrome soft 86. The 86 is the type of compression being referred to when soft is slow is talked about. The cs claimed to be the ball that changed the ball. Callaway erc was at 73.

 

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So you disagree with the soft is slow notion propounded by MGS?

I even remember them posting a video on IG(?) asking a Titliest rep about "soft is slow" and the implied answer was it is.

 

Personally I don't have a horse in the soft is slow race. I have played soft compression balls as far back as the MC Lady. My favorite balls have been softish tour balls.

 

I am interested in the 20 AvX because it is basically a better feeling and slightly longer BX which is my ball of choice. It just lacks a little greenside spin.

 

They just can't tease me with more greenside spin but then take it away softer, which some say is slower.

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7 minutes ago, xxio said:

So you disagree with the soft is slow notion propounded by MGS?

I even remember them posting a video on IG(?) asking a Titliest rep about "soft is slow" and the implied answer was it is.

 

Personally I don't have a horse in the soft is slow race. I have played soft compression balls as far back as the MC Lady. My favorite balls have been softish tour balls.

 

I am interested in the 20 AvX because it is basically a better feeling and slightly longer BX which is my ball of choice. It just lacks a little greenside spin.

 

They just can't tease me with more greenside spin but then take it away softer, which some say is slower.

Actually the reply from the Titlest ball person was "slower" not slow. 

And not speaking for RB, but I believe he was clarifying what MGS said as he laid out the specs above.  

Soft is slow.  Just watch last week's NPG.  Adam gives a perfect example of Soft is Skow. But the AVX is not slow, it's slower than Prov  

As to greenside Performance.  That will very from player to player.   You'll need to try a sleeve against the BX yourself and see which works best for you in that regard. 

Off the tee there shouldn't be that much difference.   Testing around the green is the true test of balls. 

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4 minutes ago, xxio said:

So you disagree with the soft is slow notion propounded by MGS?

I even remember them posting a video on IG(?) asking a Titliest rep about "soft is slow" and the implied answer was it is.

 

Personally I don't have a horse in the soft is slow race. I have played soft compression balls as far back as the MC Lady. My favorite balls have been softish tour balls.

 

I am interested in the 20 AvX because it is basically a better feeling and slightly longer BX which is my ball of choice. It just lacks a little greenside spin.

 

They just can't tease me with more greenside spin but then take it away softer, which some say is slower.

Where have I stated I disagree with soft is slow?

you are totally misreading the softer aspect of what titleist is saying. They are comparing the feel of the avx to the Prov1 and Prov1x. It is going to be softer feeling because the compression of the ball is lower as I mentioned above with the mgs compression test 

Your ball of choice has a compression of 111 so the avx will be slower than that ball as it will be slower than the Prov1 and Prov1x 

the bx has a ball speed of 169.97 and the avx has a ball speed of 168.62.

What has you considering the avx since it’s a completely different market they are going after compared to what the bx market is

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"Delivers more of the incredibly soft feel"

I guess I misconstrued that to mean this AVX is softer than the previous AVX.

 

Otherwise they are just restating the obvious and previous line that the AVX is softer than the V and VX.

 

They also say "faster and longer", yet softer.

 

Confusing.

The only way it makes sense then is if  "faster and longer" is compared to older version and the "softer" is compared to V Vx?

Edited by xxio

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19 minutes ago, xxio said:

"Delivers more of the incredibly soft feel"

I guess I misconstrued that to mean this AVX is softer than the previous AVX.

 

Otherwise they are just restating the obvious and previous line that the AVX is softer than the V and VX.

 

They also say "faster and longer", yet softer.

 

Confusing.

The only way it makes sense then is if  "faster and longer" is compared to older version and the "softer" is compared to V Vx?

The last paragraph is exactly what they say in the press release info in the OP. 

they also talk about how it’s improved over the previous avx. 
From core to cover, every piece of the new Titleist AVX golf ball has been reengineered to deliver improved total performance from tee to green:
• The engine of 2020 AVX – a larger, reformulated low compression core – works in combination with a redesigned high flex casing layer to deliver greater ball speed and low long game spin for more distance

 

I posted the compression of the 3 tour balls and it clearly shows the avx is softer than the v and 1x. 
 

Another example of compression from mgs ball study RX compression 100 ball speed 169.3 while BX is 111 as stated earlier with ball speed 169.97

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Cant wait to try the new AVX. I previously played the V1X and struggled in the slightest amount of wind, switched to AVX and gained about 10 yards off the tee and was able to keep the ball out of the clouds. 

I haven't spent the time to really look into numbers and comparisons but just from speaking with other players, especially those with high (115+) swing speeds and high trajectories, a lot of them found the trajectory much easier to manage with the AVX compared to other tour balls. Hopefully the new ones are even better!

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