Full Circle: Titleist unveils AIM 360 on AVX and Tour Soft balls

AI-assisted summary
• Titleist's new AVX and Tour Soft AIM 360 golf balls feature a 360-degree alignment aid.
• The AIM 360 design improves putting and tee-shot alignment accuracy.
• AVX AIM 360 offers low flight and spin control for high-spin players.
• Tour Soft AIM 360 provides soft feel and all-around performance at a mid-tier price.

Gear: Titleist AVX AIM 360, Titleist Tour Soft AIM 360

Price: $50 (AVX AIM 360), $40 (Tour Soft AIM 360)

Specs: AVX is a low-flying, low-spinning premium ball with soft feel and added greenside control; Tour Soft offers soft feel with faster core tech and reformulated cover for all-around performance

Available: June 2

Who it’s for: Golfers who want or rely on visual aids for putting or tee alignment, and who want a soft-feeling ball that suits their performance needs.

What you should know: Titleist expands its Alignment Integrated Marking (AIM) lineup with the new AIM 360 design — an all-around alignment tool — on AVX and Tour Soft for the first time.

The deep dive: If you’re the kind of player who draws a line on your golf ball before every round — or who has to borrow a Sharpie from a friend because you forgot one — Titleist has been paying attention. The newest additions to its golf ball lineup, the AVX and Tour Soft AIM 360 models, feature a new 360-degree alignment marking designed to make setup on the green (and on the tee box) more precise and automatic.

The AIM 360 design is the latest evolution in Titleist’s ongoing exploration of printed alignment aids. Is it the boldest in the golf ball industry? No. However, while previous iterations, such as the Performance Alignment and Enhanced Alignment models, were more directional, AIM 360 encompasses the entire golf ball. The look is more prominent and symmetrical, and the practical benefit is clear: it gives players an easy way to square up to their target, whether you’re lining up a putt or teeing the ball up and aiming down the left side of the fairway to play your cut. It also allows players to judge the quality of their putting stroke because, after lining up a putt, if the stripe remains smooth and solid as the ball rolls, you know you struck the putt properly. When the stripe wiggles, the face and path were not square to your target line at impact.

Titleist began integrating alignment features into the side stamp of the Pro V1 and Pro V1x in 2007, prompted by the fact that so many players—professionals included—were marking their balls with alignment lines. However, the decision to go full circle with AIM 360 was supported by data. In controlled testing conducted by Titleist's R&D department, golfers showed up to a 35 percent improvement in directional accuracy when using AIM alignment designs compared to the standard Pro V1 side stamp.

While both AVX and Tour Soft benefit from this visual enhancement, each ball is designed for different players.

AVX AIM 360: Lower Flight, More Spin Control

If you’re a high-spin player or someone who battles ballooning iron shots, the three-piece AVX, which was updated last season, remains the softest and lowest-flying option in Titleist’s premium lineup. The current version was rebuilt from core to cover to give players more distance off the tee while increasing greenside spin. With AIM 360 added to the mix, AVX users now have an easier way to line up without changing anything else about the performance they already like.

Tour Soft AIM 360: Soft Feel Meets Everyday Versatility

A favorite for players who value soft feel but still want solid, budget-friendly performance, the latest version of Tour Soft has a faster core and new cover formulation that helps it launch farther while still giving players some bite around the greens. Adding the AIM 360 alignment ring brings a new visual tool to Titleist's mid-tier category, giving budget-conscious golfers an upgrade in alignment without stepping into tour-ball pricing.