High Performance Designs combined with Patented SureFit Tour Hosel Technology
Provides Total Performance and Precision Fit.

Fairhaven, MA (October 4, 2010) –  Building upon its successful history of high performance drivers for tour players, club professionals, competitive and aspiring golfers, Titleist takes driver performance and fitting to a new level with the introduction of the 910 series drivers.  Boasting improved all around performance and an unrivaled level of fitting precision previously available only on the major professional tours, Titleist offers all serious golfers total driving performance through a more precise fit.

The revolutionary new Titleist 910D2 and 910D3 drivers feature the fastest, most stable head designs Titleist has ever created, as well as the new SureFit Tour (SFT) dual-angle hosel.  SFT is innovative, patented technology that allows the loft and lie to be independently adjusted and set.

     

“The new 910 drivers provide improvements in flight, fit, looks, feel and sound, and provide a new level of precision fitting to deliver total performance and driving confidence,” said Steve Pelisek, General Manager, Titleist Golf Clubs.  “Together, these advances put the Titleist 910 drivers in a class of their own, both on Tour and in the marketplace.”

“The new 910D2 and 910D3 are not only the highest performing drivers in the history of the Titleist golf club franchise, but represent a true competitive advantage in driver performance and fitting,” said Dan Stone, Vice President of Research and Development, Titleist Golf Clubs.  “The ability to independently adjust loft and lie allows ball flight to be optimized both high and low, and for more fade or draw.”

Titleist 910 drivers are available in two models that provide distinct levels of forgiveness and shot control.  The 910D2 features a 460cc full-pear shaped head designed for maximum playability and forgiveness, promoting a straighter ball flight with higher launch and low-to-mid spin.  The 910D3 features a 445cc classic-pear shaped head design that produces a boring flight.  The 910D3 also promotes a straighter ball flight with low spin, and provides increased workability favored by many tour players.  Both the 910D2 and 910D3 utilize Titleist's new SureFit Tour dual-angle hosel, a breakthrough in fitting technology inspired by the bending of metal woods on Tour to achieve more precise ball flight through the adjustment of loft and lie angle.

SUREFIT TOUR TECHNOLOGY: The SFT hosel features a sleeve and a ring, each with four settings.  The sleeve settings are numbered 1, 2, 3, 4 and the ring settings are lettered A, B, C, D.  This results in a matrix of 16 unique loft/lie combinations that allows the fitter or golfer to make left or right flight improvements (mostly via lie adjustment), and launch and spin improvements (mostly via loft adjustments).  The combination and interaction of the ring and sleeve provides the "dual angle" technology that makes independent loft and lie adjustability possible.  Current competitive adjustable hosel drivers feature only a single angle for dependent adjustability, meaning, every time the setting is changed, it alters both the loft and lie, which limits the ability to optimize ball flight.

“We describe SureFit Tour technology as a ‘Tour Van-in-a-hosel,’ because the dual-angle hosel technology in combination with the interchangeable shaft and rear bezel weight provides a fitter with all the power of a tour van right at the point of fitting,” said Pelisek.  “We can adjust loft and lie, as well as change the shaft and weight of the driver right on the tee.”

“Previous to the new 910, our fitters on Tour would have to run back and forth to the Tour Van when we needed to adjust the loft and lie of a driver, change a shaft or build an entirely new club,” adds Stone.  “Not anymore.  Whereas it would take anywhere from several hours to a full day to fit and build new drivers for a player, with the 910 high performance heads and SFT technology we can now fit them in 30 minutes and they walk off the range with a more precisely fit driver.”

910 DRIVERS ON TOUR:  Titleist 910 drivers officially debuted on the PGA Tour in late June at the PGA TOUR’s AT&T National.  About a month later, Titleist Brand Ambassador Ross Fisher became the first player to win with a 910 driver in his bag at the Irish Open, capturing the 3 Irish Open with a 910D3 (7.5) model.

On the heels of Fisher's performance, Titleist Brand Ambassador Charley Hoffman gamed the 910D3 (9.5) driver in his victory at the Deutsche Bank Championship, the second leg of the FedExCup Playoffs.  The win was capped by a final round 62 that included 11 birdies.  In fact, Hoffman topped  a leaderboard that included 4 of the top 5 finishers relying upon a Titleist 910 driver for their success.

The momentum continued at the BMW Championship, where Titleist won the driver count with 23 players in the 70-man field, including 15 who carried a 910 model.  Most recently, Titleist Brand Ambassador Bill Haas relied upon the new 910D2 (8.5) in his wire-to-wire victory at the Viking Classic.  The win was Haas’ second of the year and vaulted him into the top 30 on the 2010 PGA TOUR money list.  Haas followed his winning performance with a runner-up finish at the McGladrey Classic a week later.
Other notable players playing the new 910D2 include Ryder Cup participant Rory McIlroy, Marc Leishman, Michael Sim, Ben Curtis, Graham DeLaet, Jason Dufner, Ryuji Imada, Brad Faxon and Matt Jones.   Among those choosing the 910D3 include Kevin Na, Geoff Ogilvy, Adam Scott, Jason Bohn, Greg Chalmers, Brendon de Jonge and Webb Simpson.

Other victories to date with a Titleist 910 driver include Mark O’Meara, who captured his first Champions Tour major at the Senior Players Championship with the 910D3 (9.5).  Jean Hugo won the Vodacom Business Origins of Golf on the South African Tour, Aaron Goldberg won twice on the Canadian Tour, en route to earning the Canadian Tour Order of Merit, and Michio Matsumura, was victorious at the Tokai Classic on the Japan Golf Tour.  In the three months since the 910 was seeded on Tour, over 100 players have already put the new driver in their bags, accumulating eight wins on six different tours, resounding affirmation that represents the quickest adoption by Tour players of a new driver product in Titleist's storied history.  

910 DRIVER DESIGN AND TECHNOLOGY:


OPTIMIZED FACE INSERT:  Both the 910D2 and 910D3 driver feature a variable thickness face insert with a thick central portion that is equidistant from all points around the face perimeter.  This refinement provides for a substantially larger maximum ball speed area and an improved launch/spin face map gradient that yields increased distance potential.  Compared to Titleist's previous-generation 909 drivers, the 910D2 has a 15% larger maximum ball speed area.  The 909D3 realizes a 10% larger maximum ball speed area.

THIN CROWN:  Using ultra-thin casting technology, the 910 features a 17% thinner crown, allowing more discretionary mass to be relocated low and deep where it contributes to the club's outstanding stability. 
 
LOWER REAR CROWN PROFILE:  The rear portion of the 910's crown has been redesigned, sloping lower than the crown of its 909 predecessor.  This change pushes the CG lower and deeper.

REAR BEZEL WEIGHT:  Coupled with the thinner crown and lower crown profile, the relocation of the proprietary bezel weight lower and deeper into the chassis of the 910 head, and on-axis with relation to the center of the clubface, optimizes the CG location for increased speed and stability.

ACOUSTICALLY TUNED STRUCTURE:  Sound is a crucial component of feel and the 910 drivers have been acoustically engineered to improve feel and produce a hotter, more solid sound off the club face that tour players have described as "lively.”

PRECISION MANUFACTURING:  With the design of precision fixtures and improved manufacturing processes, 910 drivers are produced with unequalled visual and mechanical consistency.  In fact, the loft and lie production tolerances set for 910 drivers are twice as tight as industry norms.

BLACK PVD FINISH:  The performance advancements of the 910 driver are complemented by the club's striking black PVD paint finish.  White scorelines provide an attractive set-up appearance that breeds confidence.

IMPROVED PROPRIETARY SHAFTS:  The 910's high performance stock shaft options include three improved proprietary Mitsubishi shafts that feature Next Generation Diamana MDI (multi-dimensional interlay) technology and three different weight and bend profiles to fit a broad range of players.  All of these shafts are also torque matched to flex and swing speed.  Rounding out the line-up of stock shafts are the tour-proven Aldila RIP and Project X Tour Issue graphite shafts.  In addition, there are more than 80 different shafts available in the Titleist custom shaft matrix.

PLAYER BENEFITS:  Titleist 910 drivers deliver superior looks, feel and sound along with the core performance requirements that have made Titleist titanium drivers one of the top choices of tour players, PGA club professionals, and top competitive amateurs for more than a decade.  Titleist 910 drivers deliver greater distance, more shot control, and more consistency than any driver Titleist has ever introduced.

910D2 Specs
• Head volume: 460cc (slightly higher launch and spin versus 910D3)
• Lofts: 8.5, 9.5, 10.5
• Stock grip: Titleist Tour Velvet 360 degree rubber

910D2 Stock Shafts
• Titleist Diamana 'ahina 72 (White)
• Titleist Diamana Kai'li 65 (Blue)
• Titleist Diamana 'ilima 61 (Red)
• Aldila RIP 60
• Project X Tour Issue Graphite
• 83 other custom shafts also available

910D3 Specs
• Head volume: 445cc (slightly lower launch and spin versus 910D2)
• Lofts: 8.5, 9.5, 10.5
• Stock grip: Titleist Tour Velvet 360 degree rubber

910D3 Stock Shafts
• Titleist Diamana 'ahina 72 (White)
• Titleist Diamana Kai'li 65 (Blue)
• Aldila RIP 60
• Project X Tour Issue Graphite
• 83 other custom shafts also available

Each 910 Driver includes:
• Headcover
• Lined valuables pouch
• Ergonomic torque wrench
• Foldout instruction booklet with Performance Guide

SureFit Tour Weight Kit Available for Purchase:
• Adjust for swingweight and feel preference
• Kit contains 2,5,7,9 and 12g screw weights, locking weight caddie, and instruction booklet
• Uses the SureFit Tour Wrench

PRICE AND AVAILABILITY
The new 910D2 and 910D3 drivers will begin shipping to golf shops on November 15, 2010, with a suggested retail price of $499 (MAP: $399).  For more information about the family of Titleist 910 drivers, shaft matrices and performance comparisons, please visit the Titleist 910 Drivers page at Titleist.com.