By introducing a reformulated, softer urethane cover for the new Pro V1 and Pro V1x, Titleist R&D solved for a two-part challenge. First, the softer cover material generates more spin, resulting in greater greenside control on finesse shots and short approaches to the green. Second, the new cover formulation satisfied the desire requested by golfers across the board for softer, more responsive feel.
Feel is very subjective and can be experienced differently from player to player. However, our testing has shown that for the majority of players, feel is based mainly on sound. More specifically, players are most conscious of the sound that the golf ball produces on short finesse shots and in the putting game. It's very difficult to quantify the impact of feel on performance, but it's very easy to see the important role it plays in the minds of most golfers. A golf ball that sounds and feels “right” can breed confidence. It allows players to more precisely calibrate the force of their shots – what we commonly call a player’s “sense of touch”.
For the new Pro V1 and Pro V1x, feel was fine-tuned during extensive prototype testing for each model. Fordie Pitts, Tour Consultant for Golf Ball Performance explained that for tour players, the number one priority is always performance. But if you can check all the boxes on performance and deliver more satisfying feel, then you give players a competitive edge in the form of more highly attuned touch and a heightened sense of confidence.
"On tour, in our final phases of product validation, we ask players to pay very close attention to feel, because it can be a deal-breaker. If a golf ball feels harsh or sounds “off” somehow, players will tell you. And they simply won’t be able to trust that ball – no matter how well it performs otherwise. When the feel is right, players can really dial in the pace of their putts and the weight of those shots around the green. It ties into the artistry of playing the game and it’s a very important part of the whole package when we develop new products."
In order to create consistent feel that players can rely on, the cover material must be replicated identically from one ball to the next. If one golf ball in a dozen feels firm and the next ball feels soft, you have no hope of dialing in your sense of touch. Golf Ball R&D worked closely with teams in Titleist Ball Plant 3 to ensure that every detail in cover casting operations, from tooling to curing times, were appropriately adjusted to meet strict tolerances for the new urethane formulation of new Pro V1 and Pro V1x.
“It’s not simply a matter of changing the urethane formula,” said Mike Madson, Director of Aerodynamics & Research Engineering. “It’s a complex process involving a chemical reaction that has to be performed under very strict conditions. And when you create a new formulation, the viscosity of the material, the gel time, the temperatures required – everything changes. Fortunately, we designed the process and we machine all the tooling ourselves. That level of control allows us to very finely tailor our urethane formulations and consistently achieve the exact hardness we want. That gives us the exact spin and feel that we're looking for on every new Pro V1 and Pro V1x we make.”
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New Pro V1 offers the greatest combination of speed, spin and feel in the game and is the best fit for the majority of golfers. Pro V1 features a mid-high, penetrating trajectory, low long game spin and high short game spin and very soft feel.
New Pro V1x has a fast, high flight and delivers spin when and where a golfer wants it. Pro V1x is designed for players who want a higher trajectory and increased spin relative to Pro V1, with a slightly firmer feel.
Click here to learn more about the distance gains you’ll experience with new Pro V1 and Pro V1x.
Click here to learn more about the additional short game spin and greenside control you’ll experience with new Pro V1 and Pro V1x.
If you'd like to know which model is right for you game, visit our Golf Ball Fitting & Education Resources, where you can schedule a live, one-on-one virtual golf ball consultation with a member of the Titleist Golf Ball Fitting team and access the Titleist Golf Ball Selector Tool.
And to order New Pro V1 and Pro V1x, visit MyTitleist.co.uk.