Titleist Advances Technology Leadership Position with Introductions of New NXT Tour and NXT Extreme Golf BallsLaunch Accompanied by Unique Advertising Campaign Featuring John Cleese and NXTube.com
Fairhaven, MA (July 13, 2007) – Titleist, the undisputed leader in golf ball technology, advances its industry leading NXT microbrand with the introduction of the new NXT Tour and NXT Extreme golf balls. The new offerings have been designed to deliver best in category performance, distance and quality for golfers looking to optimize performance and maximize distance.
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New NXT Tour
"With the established equity in and immense loyalty to the Titleist NXT golf ball franchise, our primary objective was to make the best performing and best-selling golf balls in their respective categories the most advanced yet," said George Sine, Vice President, Golf Ball Marketing and Strategic Planning - Worldwide. "The New NXT Tour advancements in tee-to-green performance have been designed to accelerate its acceptance by better, aspiring players, while the enhancements to the New NXT Extreme establish new benchmarks for distance and soft feel within the two-piece premium golf ball segment."
Expanding upon its long and soft legacy, the advancements to the New NXT Tour have elevated its position in the high performance multi-layer category. Meanwhile, the New NXT Extreme continues to deliver superior distance and soft feel with a more controlled ball flight and maintains its leadership position in the two-piece premium distance segment. The direction of the franchise is the result of significant consumer research and player validation by the respective target audiences of not only the new product performance, but the positioning, packaging and naming of the new offerings as well.
Among the enhancements to the New NXT Tour and New NXT Extreme is a new Staggered Wave parting line that was first utilized by Titleist with the introduction of the New Pro V1 and Pro V1x golf balls earlier this year.
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New NXT Extreme
“The Staggered Wave parting line effectively increases the dimple surface coverage on the golf ball which contributes to improved aerodynamics and a more consistent ball flight,” said Bill Morgan, Senior Vice President of Golf Ball Research & Development, Acushnet Company. “The combination of the new Staggered Wave parting line, with improved surface coverage and dimple dimension changes, will provide golfers with optimized distance off the driver and long irons, as well as a slightly higher ball flight with both the NXT Tour and NXT Extreme.”
Also first introduced by Titleist on the Pro V1 and Pro V1x golf balls and incorporated into the New NXT Tour and NXT Extreme, is the new Alignment Integrated Marking (A.I.M.) sidestamp, which provides a unique point of difference. The NXT Tour and NXT Extreme model designations have been integrated into the sidestamp and are accompanied by extended arrows on each side of the model name. The A.I.M. sidestamp provides a consistent focal point for golfers to better align their putts if they desire. The acceptance and reception to the A.I.M. sidestamp from golfers who have experienced it has been effusive.
NEW NXT TOUR FEATURES AND BENEFITS: The New NXT Tour golf ball is designed for low to mid handicap golfers seeking the combination of soft feel, high performance control and long distance. Advanced, multi-layer construction, with a new Tour-proven, higher coverage dimple design and Staggered Wave parting line provide longer, more consistent distance. The New NXT Tour is longer with the driver and long irons, while maintaining soft feel and high performance control into and around the green.
• New higher coverage, Tour-proven 392 dimple design and new Staggered Wave parting line for enhanced aerodynamics and longer distance.
• Advanced, 1.580" core multi-layer construction contributes to long distance and soft feel on all shots.
• Soft and thin Fusablend cover provides soft feel and exceptional control into and around the green.
• New, Tour-validated A.I.M. (Alignment Integrated Marking) sidestamp to help line up putts.
• New Pro White cover color.
NEW NXT EXTREME FEATURES AND BENEFITS: The New NXT Extreme golf ball is designed for golfers of all levels seeking extreme distance without sacrificing soft feel and greenside playability. Featuring a soft compression, high COR core, new higher coverage dimple design and Staggered Wave parting line, the New NXT Extreme provides longer, more consistent distance, while maintaining soft feel on all shots.
• Improved higher coverage 392 icosahedral multi-dimple design and New Staggered Wave parting line for enhanced aerodynamics.
• Soft compression and high Coefficient of Restitution (COR) 1.550” solid core provides high velocity for extreme distance and soft feel.
• Low spin, Surlyn cover contributes to low spin on all shots for long, straight distance.
• New A.I.M. (Alignment Integrated Marking) sidestamp to help line up putts.
• New Extreme White cover color.
ADVERTISING: To strengthen the connection with NXT players and competitive golf ball users, as well as to generate awareness and excitement of the performance advancements to the New NXT Tour and NXT Extreme products, the NXT launch will be supported by an extensive television, print and internet advertising campaign. Legendary actor John Cleese returns as his alter-ego Ian MacCallister, the self-proclaimed leader of Golf Designers Against Distance, who continues his campaign to ban the NXT because it is making golf too easy.
To incite his message and respond to the New NXT Tour and NXT Extreme introductions, Ian will jump on the blog phenomenon by filming his rants and posting them on his own blog site www.NXTube.com. The blog will feature Ian’s videos and photos, a Web Cam, his Golf Designers Against Distance newsletter and other personal details, as well as an opportunity for golfers to share their NXT experiences in this on-line community. The print campaign will communicate the product benefits and performance improvements, positioning the new models as “The Most Advanced Yet.”
MERCHANDISING & PROMOTION: The New NXT Tour and New NXT Extreme golf balls will be sold in traditional dozen and three-ball sleeve configurations and will sport contemporary new packaging. The New NXT Tour employs a new ebony and granite rainbow foil personality and more premium appearance, while the New NXT Extreme applies a vanguard dynamic yellow and extreme red personality to reinforce its more uppercase distance positioning.
Dedicated model and microbrand sleeve and dozen merchandising, significant yellow and black 2-ball pack sampling, as well as extensive in-shop pronouncement of both new offerings will support the New NXT launch, as well as promote The Most Advanced NXT Tour and NXT Extreme yet.
AVAILABILITY AND PRICE: Both NXT products will available in golf shops beginning July 15, 2007 with a suggested retail price of $40.00 per dozen for New NXT Tour and $34.00 per dozen for New NXT Extreme.
To obtain additional information, contact Joe Gomes, Director of Communications (508.979.3211). Titleist, FootJoy and Cobra comprise the major golf brands of the Acushnet Company, an operating company of Fortune Brands, Inc. (NYSE - FO).
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