Titleist's AVX golf ball doubles down on low launch and soft feel for 2026

Titleist's AVX is quite a unique proposition in the wider golf ball landscape.

While most three-piece golf balls tend to focus on delivering higher launch and a softer feel for a wide array of golfers, the AVX takes a slightly different approach. It's soft and fast sure, but also focuses on delivering much lower launch and long game spin for players who want an even more penetrating flight than the Pro V1, at a slightly more accessible entry point.

Now, the first major update to the AVX since its introduction is here, reformulated to deliver all the characteristics of the old model while ramping up its level of control around the green. In other words, steepening its spin slope, meaning keeping low game spin as low as possible while maximising short game spin.

Key to the updated AVX is its new cover, which is both softer and, interestingly, thicker than that of the previous generation. While the thinner cover of the AVX was beneficial to speed and keeping spin rates down in the long game, AVX players noticed that it robbed it of some of its short game workability. To maintain its lower spin in the long game, Titleist placed this cover over a thinner high flex casing layer.

“These soft-over-hard, hard-over-soft relationships really drive spin performance for all golf ball models,” said Mike Madson, Senior Vice President of Titleist Golf Ball R&D. “A soft cover over a firm casing layer adds spin on shorter shots where the cover plays the biggest role. Then you have a firm casing layer over a softer core, which lowers spin when you get to those higher-speed impacts like a driver or hybrid. 

"With AVX, it's really every piece of its construction that we’re using to fine-tune spin and give AVX players exactly what they’re looking for with this ball.”

Redeveloping the core was also fundamental to maintaining the AVX's balance of performance. As such the AVX is now faster in the long game than ever before, with even more reliable flight characteristics aided by a new aerodynamically-optimised 346 quadrilateral dipyramid catenary dimple design.

The all new Titleist AVX will hit store shelves on January 21 at a price of £44 per dozen.