Titleist Finding Feel
Titleist Finding Feel


The feel of a pure iron shot is a sensation every golfer chases. It’s a personal experience that’s difficult to describe – and even tougher to create. “Finding Feel” is an original series that brings you inside Titleist’s efforts to unravel the mystery of feel and find an answer to the bewildering question, “How do you engineer an emotion?”


Breakdown the full-length Film Cut by watching each part individually below.

The Subjective Objective

The feeling of flushing a pure iron shot is difficult to describe—and even tougher to create. From science to sensation, the Titleist irons team digs deep to wrap their arms around golf’s most subjective challenge and merge the worlds of performance and feel.


Half A Millisecond

The phenomenon of feel occurs within half a millisecond. How do you capture and analyse an experience that happens in a window that small? For Titleist, it all comes down to acoustics. The prolific key that begs the question, “How far can we push this?”


No More Excuses

Theory can only get you so far. After developing their refined approach to feel, the Titleist team is ready for the ultimate test—validating their designs with the best golfers in the world. Have they found that elusive combination of performance and feel? The answer awaits at impact.


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