Callaway ups investment in Callaway Chrome Soft, Chrome Soft X

Callaway’s legacy when it comes to golf clubs has been well-documented, but thanks to the success of its Chrome Soft and Chrome Soft X golf balls, the company has also been carving out an increased share of the premium golf ball market in recent years, both in terms of recreational play and its presence on worldwide professional tours.

Buoyed by that success, Callaway has committed significant resources to golf ball development and production, having invested upwards of $50 million into improving its golf ball manufacturing facility in Chicopee, Massachusetts, as well as upgrading the facility's machinery and technological capabilities.

“For us, it’s all about making the highest performing and most consistent product anywhere in the marketplace,” said Jason Finley, Callaway Global Director of Brand Management for Golf Balls. “A huge commitment has gone into our Chicopee, Massachusetts facility in particular, so every Chrome Soft, Chrome Soft X golf ball will be made here in the United States.”

As it relates directly to the consumer, the facility upgrades and increased R&D budget have led to new versions of both the Chrome Soft and Chrome Soft X, and Callaway engineers believe the 2020 iterations are far and away the best they’ve ever produced.

"We've reinvented Tour ball performance again with our new Chrome Soft and Chrome Soft X," said Callaway Senior Vice President of Research & Development Dr. Alan Hocknell. "Redesigning both models from the inside out allows us to give golfers more of what they want in a Tour ball -- long distance, great feel, and a spin profile that promotes low spin on full shots and high spin around the green."

As Hocknell mentioned, both balls have undergone some dramatic changes, most notably to their cores and covers.

But before getting into those changes, it’s important to understand who the target player is for each ball, so we asked Finley to give us the CliffsNotes version.

“The Chrome Soft is going to be best for the everyday, regular golfer, whereas the X is going to be more geared toward the better, faster-swinging player,” Finley explained. “The Chrome Soft golf ball is going to be a little easier to launch, a little more forgiving, a little lower spinning through the bag, and then the X is going to be a little faster ball speed off the driver in particular but really geared at that better player who wants to hit the driver as far as they can but with their irons they’re more focused on a little more workability and hitting a number.”

In terms of the technological changes to the Chrome Soft, the inner core of its Dual SoftFast core is now 34 percent larger, while the outer core, which is still infused with high-strength graphene, has been made thinner to promote faster ball speeds and increased spin rates on shorter shots.

Also of note, the Chrome Soft’s urethane cover has been made 10 percent thinner to decrease spin in the long game while still providing soft feel and control around the green, and a new, aerodynamic dimple pattern is reducing drag to promote higher launch.

As for the key changes made to the Chrome Soft X, its SoftFast core has been dramatically increased in size and now utilizes a new mantle system, as a softer inner mantle is surrounded by a firmer outer mantle, a design feature that creates improved ball speed.

The X’s urethane cover has also been made 15 percent thinner to reduce spin and promote more distance in the long game, and a new dimple pattern has been implemented to produce a more penetrating trajectory on full shots, another performance benefit when it comes to generating distance.

Also available with both balls will be Triple Track alignment, which Callaway introduced with great success last year to help players enjoy better alignment on the greens.

Additionally, both the Chrome Soft and Chrome Soft X will be available in white, yellow, and various Truvis color patterns, the latter of which have proven to be quite popular among Callaway players.

New 2020 Chrome Soft and Chrome Soft X golf balls will retail for $47.99, and they are available for shipping and in golf shops now.