Titleist Announces New AVX Golf Ball with More Spin Around the Greens

Titleist has announced a new version of its AVX golf ball, with the main focus centered on improving greenside spin while keeping the traits that have long defined the model: low long-game spin, strong distance, and a very soft feel.

The updated AVX is scheduled to arrive in golf shops worldwide on January 21 and represents a full redesign, with changes made to every layer of the ball.

What’s Changed in the New AVX

AVX has traditionally appealed to players looking for a lower-flying ball with reduced spin off the tee and irons. According to Titleist, feedback from AVX players consistently pointed to one area for improvement — short-game control.

To address that, Titleist engineers reworked the ball’s construction, starting with a newly formulated urethane cover. The updated cover is slightly thicker than the previous generation and is designed to produce more spin on shots around the green.

Beneath the cover, the high-flex casing layer has been redesigned to help keep spin down on full swings, particularly with the driver and longer clubs. The core was also reformulated to increase speed, helping offset any potential distance loss from the added spin closer to the green.

Balancing Spin From Tee to Green

One of the challenges in golf ball design is increasing spin in the short game without raising spin in the long game. Titleist refers to this relationship as a ball’s “spin slope,” or the difference between how much spin it produces on low-speed versus high-speed shots.

Because AVX is a three-piece golf ball, Titleist had flexibility in how it approached those adjustments. According to the company, the cover, casing layer, and core all play a role in managing spin depending on impact speed.

The thicker, softer cover contributes more on wedge and pitch shots, while the firmer casing layer and faster core help reduce spin when impact speeds increase. The result, at least in theory, is more stopping power near the green without changing the ball’s established long-game performance.

Flight Characteristics and Player Fit

Titleist says the new AVX maintains its low, penetrating flight off the tee, aided by an optimized dimple pattern designed to control launch and peak height. With mid-irons, the ball is intended to climb higher than it does with the driver, helping with descent angle and control into the green.

Within Titleist’s lineup, AVX continues to sit on the lower-spin and softer-feel end of the spectrum. Compared to Pro V1, AVX typically launches lower and spins less in the long game, while offering a noticeably softer feel.

Availability and Options

The new AVX will be available in both white and high-optic yellow. Pricing remains in line with other premium Titleist models, with a minimum advertised price of $49.99 per dozen.