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TITLEIST ADVANCES TECHNOLOGY LEADERSHIP POSITION WITH INTRODUCTION OF NEW PRO V1 AND PRO V1x OFFERINGS

Product Enhancements Made to World’s Most Played and Best-Selling Golf Balls

New Pro V1
New Pro V1x

Fairhaven, MA (January 27, 2009) - Titleist, the golf ball technology leader wherever competitive golf is played, announces the introduction of the New 2009 Pro V1 and Pro V1x.  Committed to exceeding the requirements of most of the world’s best professional tour players, as well as discerning amateur and aspiring golfers globally, Titleist once again raises the bar for high quality and performance by making the most played and best-selling golf balls even better.  The product improvements to its flagship models have been engineered to deliver longer distance and enhanced Drop-and-Stop scoring performance with improved cover durability.

“Pro V1 loyalists, and golfers ranging from the world's most accomplished players to those aspiring to optimize their games, will experience longer distance with improved scoring performance on Pro V1, as well as longer distance on New Pro V1x, with the added benefit of more durable covers on both models,” said George Sine, Vice President Golf Ball Marketing and Strategic Planning, Acushnet Company Worldwide.  “At the onset of the New Pro V1 and Pro V1x development process, we engaged in comprehensive research with Tour Played golf ball consumers toward determining which attributes were most important and beneficial to their games.  Our findings were extensive and the resulting improvements address the expectations cited by the target audience as being vital toward optimization of their game and important to their golf ball selection.’’

 

New Pro V1

NEW PRO V1:  Longer Distance.  Improved Scoring Performance.  More Durable.
Since taking the golf industry by storm in the fall of 2000, the three-piece multi-layer Pro V1 continues to serve as the high performance standard by which all other golf balls are compared and measured.  The New 2009 Pro V1 maximizes distance, durability and performance, and benefits a wide range of golfers with varying launch conditions.

“By reformulating and increasing the size of the core, we have increased ball speed, making the New Pro V1 even longer than its predecessor,” said Bill Morgan, Senior Vice President, Golf Ball Research and Development, Acushnet Company.  “In addition, a new high performance Urethane Elastomer cover formulation improves cover durability.  The new cover, new core, and redesigned thinner Ionomeric casing layer, improve Pro V1’s legendary Drop-and-Stop scoring performance.”
 
Titleist's Tour-proven, high-coverage 392 dimple design with Staggered Wave parting line contributes to consistent ball flight.  The New Pro V1 will remain the most suited and game optimizing technology within the Pro V1 family for the majority of amateur golfers looking to lower their scores with the proper golf ball selection.

New Pro V1 Features and Benefits
•           Newly reformulated and larger core provides soft feel, while contributing to longer distance.
•           Redesigned thinner, Ionomeric casing layer contributes to improved Drop-and-Stop scoring performance.
•           A new, high performance Urethane Elastomer formulation offers improved cover durability on all shots.
•           Tour-proven high coverage 392 multi-dimple design with Staggered Wave parting line for consistent ball flight.

New Pro V1x

NEW PRO V1x:  Longer Distance.  More Durable.
“The New 2009 Pro V1x is the ultimate performance companion to the New Pro V1,” said Morgan.  “A four-piece, dual core design featuring a redesigned Ionomeric casing layer, controls the spin rate on full iron shots into and around the green, in addition to providing increased distance off the driver.”

An improved high performance Urethane Elastomer cover delivers improved cover durability, while its Tour-proven high coverage 332 dimple design with Staggered Wave parting line generates penetrating trajectory and consistent ball flight.  Utilizing Titleist’s industry-leading multi-component technology and manufacturing process excellence, the New Pro V1x is designed to optimize ball flight and increase driver distance.  The spin control and flight characteristics have made Pro V1x the ball of choice for many of the game’s longest players and the New Pro V1x will surpass its predecessor.

Features and Benefits
•           Soft center, high energy 1.550’’ dual core delivers low spin and increased velocity.
•           New, speed enhancing Ionomeric casing layer controls driver spin for longer distance.
•           Low spin can provide greater control and green-holding ability with full iron and wedge shots.
•           A new, high performance Urethane Elastomer formulation offers improved cover durability on all shots.
•           Tour-proven high coverage 332 multi-dimple design with Staggered Wave parting line for consistent ball flight.
           

“As we have successfully employed throughout our near 75-year history of golf ball technology leadership, the New Pro V1 and New Pro V1x improve upon current models and deliver superior performance, quality, distance, consistency and durability than our prior benchmark products,” said Sine.  “We have advanced Pro V1 and Pro V1x with the goal of not merely meeting, but exceeding golfers’ expectations.  Professionals and amateurs alike have accompanied us every step along the way by providing insight, feedback and validation that has resulted in our best effort to make every shot count for Pro V1 loyalists and current players of Tour Played products seeking to advance their games.”

Availability and Price:  The New Titleist Pro V1 and Pro V1x golf balls begin shipping to golf shops in mid-February, with a suggested retail price of $58 per dozen (MAP: $45.99).  Both models will be sold in traditional dozen and three-ball sleeves.  Play numbers 5-8 also will be available in addition to the traditional 1-4. 
 
Merchandising and Marketing support: The New Pro V1 and Pro V1x will be sold in traditional dozen and three-ball sleeve configurations and will sport contemporary new packaging unveiling a new black and copper template complemented by the platinum color equity and lens flare graphic that has become synonymous with the Titleist Pro V1.  Merchandising support includes Launch Packs, dedicated trial and sustaining displays, extensive sampling, as well as in-shop signage and point-of-sale materials.

Advertising:  The Pro V1 family will be supported by print, television, and internet advertising campaigns, as well as an on-line video.  The campaign will feature the tagline “Every Shot Counts” and include dozens of Titleist golf ball players across the worldwide professional tours who rely upon the Pro V1 and Pro V1x for their success.  The Pro V1 and Pro V1x also will be supported through Tour leadership promotion, immediacy print and on-line advertisements and weekly e-newsletter updates.

New Pro V1 and Pro V1x golf balls
New Titleist Pro V1 and Pro V1x Golf Balls

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On Tour
Prior to their marketplace introduction, Titleist high performance golf balls are tested and validated across the worldwide professional tours, as well as with club professionals and better playing amateurs. The New Pro V1 and New Pro V1x golf balls have found instant acceptance and success on the 2009 PGA Tour, as Pat Perez captured the first PGA Tour win with a New 2009 Pro V1x golf ball at the Bob Hope Classic. It was the first career win for Perez, who fired a 33-under 327 at the 90-hole event. A total of 44 players trusted the New 2009 Pro V1 and Pro V1x at the Bob Hope Classic. In fact, the New 2009 Pro V1x was the most played ball at the event with 23 players, followed by the New 2009 Pro V1 with 21 players.

At the season-opening limited field, winners-only Mercedes-Benz Championship, Davis Love III tied for second playing the New Pro V1x, as half of the 20 Titleist golf ball players in the field made the switch to the new 2009 models the first week it was available.

At the Sony Open in Hawaii, the first full-field tournament of the year, 41 players transitioned to the New Pro V1 or Pro V1x, and were the most played models at the event. Titleist Brand Ambassador Adam Scott and Titleist golf ball loyalist David Toms tied for 2nd playing the New Pro V1.

In addition to Scott and Toms, other players making the early season transition into the New Pro V1 include Camilo Villegas, Tommy Armour III, Jason Bohn, Chris DiMarco, Brad Faxon, Brian Gay, Paul Goydos, Bill Haas, Jerry Kelly, Troy Matteson, George McNeill, Ryan Palmer, Corey Pavin, Brett Quigley, Chez Reavie, Jeff Sluman and Scott Verplank, to name a few. Joining Perez and Love on the New Pro V1x roster are J.B. Holmes, Mark Calcavecchia, Daniel Chopra, Ben Crane, Jarrod Lyle, Scott McCarron, Arron Oberholser, Joe Ogilvie, Jesper Parnevik, Tom Pernice, Jr., Kenny Perry, Andres Romero, Nick Watney and Bubba Watson, among others.

What they're saying about theNew Pro V1:
“I put the New 2009 Pro V1 in play straight away.  I was really excited about this ball coming out when we were testing it last fall.  I showed up here this week (Mercedes-Benz Championship) with a few dozen in the locker and it feels great.  I just really like the feel I get off it, especially around the greens.  I can even feel it with the longer clubs and the driver.  It just feels more workable.  I certainly like that aspect of the ball.”
- Adam Scott, who finished tied for 2nd at Sony Open in Hawaii.

“I am really happy with the New 2009 Pro V1.  It was an easy change for me.   This has a little more spin and I have gained more control from tee-to-green.”
- Camilo Villegas

“I notice a much stronger ball flight with the New 2009 Pro V1 than the previous model.  It has some 'pop' to it off the driver and has good flight with the irons.  I was looking for more spin with my wedges and this ball gives me that.  I also notice improved durability.  There has been a few times with this new ball I thought I might have sheared it and it still looked like new.  It's better.  I put it into play the first chance I got.”
- Troy Matteson

“The first time I tried the New 2009 Pro V1, I couldn't believe how much distance I gained off the tee.  It still carries well, but when it hits the ground it takes off.  I hit some 3-woods that I couldn't believe how far they went.  It feels like it's coming off the club faster.”
- Jeff Sluman

  

What they're saying about the New Pro V1x
“I shot 4-under the first day I put the New 2009 Pro V1x into competition at Kapalua.  When I made the first putt I hit from 10 feet, I knew it was going to be a good ball.  I drove it great, and the little shots under the wind worked real well.  The hard wind at Kapalua is a tough place to put a new ball into play for the first time, but I practiced with it a few rounds, played with it in the Pro-Am, and then to get it in under the gun with 4-under was a great start for me and the new golf ball.”
Davis Love III following the first round of the season-opening Mercedes-Benz Championship. 
He finished 2nd at the event.

“The more I use the New 2009 Pro V1x, the better I like it.  It had a soft but solid feel from the first time I tried it.  I've noticed improved playability with my irons and I'm able to hit different types of shots.  With this New Pro V1x, I'm able to take something off the shot and it still performs just the way I want.  I put it into play at the Sony Open, the first week I had it.” 
- Arron Oberholser

“The New 2009 Pro V1x works great, particularly in the wind.  It has a more penetrating ball flight and holds its line better than the previous model.  I've gained distance off the tee and really like the ball flight I'm getting with both my metals and irons.  I think it is a great ball.  Thumbs up all around.”
- Joe Ogilvie

Titleist, FootJoy and Cobra comprise the major golf brands of the Acushnet Company, an operating company of Fortune Brands, Inc. (NYSE - FO).

Contact:  Joe Gomes, Director of Communication (508.979.3211) or joe.gomes@acushnetgolf.com

 

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