Titleist Pro V1x loyalist Louis Oosthuizen's locker at Jumeirah Golf Estates earlier this week
As the European Tour season culminates in Dubai this weekend at the DP World Tour Championship, the delivery of plain white golf ball boxes to Titleist tour pros got underway at the Jumeirah Golf Estates.
The reason for the plain white boxes? This week marked the start of the tour seeding and performance validation process for the new Titleist Pro V1 and Pro V1x prototype golf balls on the European Tour.
The Titleist leadership team was on hand to make sure that when each Titleist golf ball player opened their locker at the sumptuous Jumeirah Golf Estates there was a surprise waiting for them.
Titleist's Jonathan Loosemore chats with Pro V1x loyalist Peter Lawrie about the prototype golf balls
But that's just the start of the process. The leadership team is then on hand to talk to each player about the new Pro V1 and Pro V1x golf balls, their performance characteristics and to talk about how to continue the testing process.
This performance validation from the world's best players is a hugely important step - it's one of the final checkpoints along the way to launching a new product.
Titleist ambassador Michael Hoey and Jonathan Loosemore talk about the golf ball evaluation process
One of the first players to get their hands on the new Pro V1x prototype golf balls was Titleist ambassador Michael Hoey (pictured above and below). And they clearly made an impression, as Michael put them straight into play in Dubai.
Michael gets down to the business of testing the new Pro V1x prototypes on the course
Commenting on the process, Jonathan Loosemore, Titleist's director of leadership promotion, says: "This stage in the launch of new Pro V1 and Pro V1x golf balls is critical to making sure that the performance criteria we have for those products has been achieved.
"We'll work with the players this week, over the off-season and again in January when the European Tour season re-starts, making sure that they continue to have the best ball for their game."