Leaders in Contact Science Introduce new REACTIV X® System
COVINGTON, Ga. – (January 22, 2024) – Bridgestone Golf, the #1 Ball-Fitter in Golf, today introduced the new 2024 TOUR B family of golf balls. Designed to deliver the ultimate combination of distance and greenside spin and control, the latest TOUR B golf balls feature the new REACTIV X System that takes Bridgestone’s Contact Science to a new level. The 2024 TOUR B family comes in 4 distinct models, TOUR B X and TOUR B XS (for swings over 105 mph), and TOUR B RX and TOUR B RXS (for swings under 105 mph).

The newly developed REACTIV X System, which combines a REACTIV IQ cover with an EXCLRNT mid-layer, is the result of years of development and multiple iterations of REACTIV technology. In the initial version, REACTIV utilized impact modifiers in the urethane cover of each TOUR B model to create a cover that reacted to the impact velocity of every shot. On aggressive swings off the tee, the cover became firmer for faster ball speed and more distance, while on scoring shots with wedges and short irons it became softer for more spin and shot stopping control.

In the second iteration of REACTIV, called REACTIV IQ, the “smart,” cover of each ball in the TOUR B lineup was specifically tailored to optimize performance for the different players types of each of the four TOUR B models. Now, with the REACTIV X System, not only is the REACTIV IQ cover of each TOUR B model optimized and “smart,” due to the use of impact modifiers, but a denser XCLRNT mid-layer acts as a backboard at impact to create even more shot-stopping spin around the greens. The new XCLRNT layer in the REACTIV X system also contributes to a more efficient transfer of energy from the core at impact for increased ball speed and distance, as well as a slightly deeper sound at impact.

“Any time you have Tiger Woods contributing to a golf ball design you’ve got a major advantage over the competition,” said Elliot Mellow, golf ball marketing manager. “When you combine Bridgestone’s 900 polymer engineers and Contact Science with Tiger’s knowledge and feel, the results are impressive, and that’s what we have with the new TOUR B lineup. Tiger’s insights give our engineers feedback that allows them to push the design envelope beyond what we originally thought was possible.”

Tiger indeed played a significant role in helping develop the new TOUR B balls, paying particular attention to the TOUR B X, which he switched to from the XS model due to ongoing sessions with Bridgestone ball fitters. Though Tiger played a version of the XS model for close to 20 years, his desire for a bit more distance off the tee led him to make the permanent switch.

“I love working with Bridgestone’s engineers and fitters, and really enjoyed the R&D process of the latest TOUR B,” said Tiger. “Since I now play the TOUR B X, I’m partial to that model, but all four new balls sound, feel, and play better than ever. Once you get fit for the right model, regardless of your skill level, you’ll know you have the best Tour ball made today.”

Bridgestone’s TOUR B lineup with the REACTIV X System doesn’t just offer optimized performance for faster (over 105 mph) swingers like Tiger, Jason Day, Matt Kuchar, and Chris Gotterup, all of who will be playing the new TOUR B X in 2024, but equally helps players with swings under 105 mph. For example, Fred Couples will be gaming the new TOUR B RX in 2024, due to ongoing work with Bridgestone’s fitting team.

“We’re very fortunate to have a tremendous Tour Staff that is hands on with R&D and ball fitting,” comments Adam Rehberg, senior manager ball fitting and R&D. “They all take the fitting process very seriously and know this is a part of their job that will allow them to play better. The fun thing this time around was how open minded all of the staff players were throughout the R&D process. Both Tiger and Fred are a great testament to the importance of checking and rechecking your golf ball fitting as variables in your game change.”

Bridgestone’s latest TOUR B family of balls will hit retail on February 16, 2024 and feature a street price of $49.99 per dozen. For help selecting which TOUR B model is the right ball for them, consumers should visit to use Bridgestone’s online golf ball selection tool.

About Bridgestone Golf
Based in Covington, GA, Bridgestone Golf USA manufactures premium golf balls, clubs and accessories under the Bridgestone and Precept brands. The company started making golf balls in 1935 and today has more golf ball design patents than any other company. Beginning in 2006, Bridgestone revolutionized golf ball selection with its custom ball-fitting program, identifying a golfer’s ideal golf ball based on personal swing characteristics. Today, as the #1 Ball-Fitter in Golf, Bridgestone has conducted over four million fittings via a combination of live-fitting, online selection, OTTO Autonomous Ball Fitting, and its V-FIT video ball fitting. The consumer data gathered from ball-fitting continues to inspire Bridgestone’s innovative new golf ball designs, yielding industry-leading performance products for the entire range of players, from recreational golfers to the best in the world. Bridgestone Golf is proudly represented on international professional tours by icons such as Tiger Woods, Fred Couples, Matt Kuchar, Jason Day, and Chris Gotterup. Bridgestone Golf USA is a wholly-owned subsidiary of Bridgestone Sports Co. Ltd., headquartered in Tokyo. More information: