COVINGTON, Georgia. – Bridgestone Golf, the No. 1 Ball-Fitter in Golf, has announced three all new e12 golf balls, featuring a new Optimal Flight System designed to provide custom performance for the full spectrum of recreational golfers.
Based on data compiled from fitting over four million players, the new trajectory-based designs are made to give players the ideal launch and trajectory for their game. In addition, all new e12 golf balls come standard with Bridgestone’s groundbreaking Mindset technology, which was developed with Jason Day and his mental coach Jason Goldsmith to help improve pre-shot routine, mental focus, and overall performance.
The three new e12 models, the e12 HiLAUNCH, e12 STRAIGHT, and e12 SPEED, are all the result of Bridgestone’s research that indicates approximately 85% of golfers would benefit significantly from playing a ball that was optimized for their typical launch conditions.
The e12 HiLAUNCH model, which is aimed to help golfers increase their launch angle and overall trajectory, features the lowest compression of the three new e12 models. This causes the ball to stay on the clubface longer and launch higher for added carry distance.
The e12 STRAIGHT, which is designed for players that need reduced sidespin for less hooks and slices, features a soft, low compression core, sidespin reducing mantle, and Contact Force dimples.
The e12 SPEED, aimed at players who launch the ball too high and need a hotter, more boring trajectory, features the firmest compression of the three models for a more penetrating launch.
“We pioneered golf ball fitting in 2006, and while ball fitting has proven to be a tremendous tool to get consumers to try Bridgestone, it has been an even bigger tool for us on the R&D side,” said Dan Murphy, President of Bridgestone Golf. “The new e12 series was really designed by everyday golfers as much as it was designed by us. The data from those millions of amateur fittings is what led us down the path of creating three unique e12 golf balls.
“Between our TOUR B series and new e12 lineup, I am extremely proud that we are providing golfers with golf ball options that will fit virtually any type of player.”
All three new e12 models also come standard with Mindset, which previously was only available on TOUR B models and will be played on professional tours in 2025 by Bridgestone staffers Jason Day, Fred Couples, Boo Weekley, Chris Gotterup, and Kurt Kitayama.
Designed by Day and his mental coach Jason Goldsmith, the Mindset graphic is designed to separate analytical thoughts from athletic performance.
Per Bridgestone’s consumer research, Mindset is particularly helpful to players who don’t break 90, which is approximately 75% of recreational players. The Mindset technique, which involves three steps utilizing the graphic – Identify, Visualize, and Focus, is an easy-to-follow method for any level of player that can yield immediate improvement off the tee and on the green.
“Enhanced mental focus in sports, not just golf, is a movement that is significantly influencing how athletes approach their respective games,” said Elliot Mellow, Golf Ball Marketing Manager, Bridgestone Golf. “What MindSet does is give players, both expert and amateur, a simple pre-shot routine that greatly improves concentration and effectively separates analytical thought from athletic performance, allowing the golfer to make a free swing.
“We have found that over 80% of golfers see improved scoring by an average of nearly three strokes per round with MindSet, so adding it to the e12 series made perfect sense.”
The new Bridgestone e12 will be available at retail on Feb. 14, and feature a street price of $34.99 per dozen. The e12 HiLAUNCH and e12 SPEED will be available in standard white while the e12 STRAIGHT will be available in white, matte green, and matte yellow.
For help selecting which premium Bridgestone model is the right ball for them, consumers should try Bridgestone’s Golf Ball Selection Guide
