For our Titleist Golf Ball R&D team, the goal is always the same: Design and develop the most consistent and best performing golf balls to help golfers shoot lower scores. It's a process focused on continuous improvement, fostered by many talented individuals working tirelessly behind the scenes. This is what it takes to develop the best golf balls in the game.

Check out the video for a closer look at this step in our R&D process and to see what happens to a golf ball at impact -- and a few micro-seconds after impact... (Yes, we said micro-seconds.)

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