Bridgestone Mindset Gives Golfers a Focal Point

Bridgestone is taking a new approach with visual aids on a golf ball. 

Their latest creation is Mindset, a line of balls with three circles printed on the side. Each ball has a green circle enclosed by yellow and red circles, providing a focal point for where contact should be made in both full-swing shots and putts. 

“Up until this point in time, printing on golf balls has either been a cosmetic, cool factor or it’s been for alignment,” said Elliot Mellow, Bridgestone’s Marketing Manager, Golf Balls and Messaging. “Those are the two pathways that printed golf balls have gone and, in some cases, there has been no rhyme or reason other than trying to check a box with consumers. 

“So, from our point of view, we’ve really been studying if there is a mental side of golf that we can attach to a golf ball in a printed manner, allowing players to score better from getting their mind right.” 

The idea of Mindset was conceived in 2020 as Bridgestone researchers looked to find a way to provide golfers more freedom over the ball. 

The red circle, the outermost print, is said to be for identifying your target, the yellow circle for repeating the process and validating the original line and the green circle for executing the shot. Golfers are encouraged to use the aid off the tee as well as on the putting green. 

The concept was tested extensively among Tour players and recreational players. When all players were tested—meaning everyone from plus-handicap golfers to 40-handicap golfers—there was a slight uptick in distance. But when only lower-handicap players were tested, improvements were more significant. 

The group of low-handicap golfers saw a four-mph increase in ball speed and a 12-yard boost in carry distance with their driver. 

“We’re cognizant of the fact that this Mindset process might be advanced,” Mellow said. “It takes time for a golfer to be purposeful about their thoughts so better players are more apt to use this type of technology. With better players, we see more substantial increases in distance, increased carry distance, better contact, better execution.” 

At Bridgestone’s R&D facility, research was conducted on the performance of golfers facing 10-foot putts on a laser-leveled green. With a blank ball, 27 percent of putts were holed and with a “Triple Track” ball that has three alignment lines, 25 percent were made. With the Mindset ball, 32 percent were converted. 

Why do they think this works? Bridgestone feels this type of visual aid can help golfers be more intentional. 

“We feel like this allows the consumer to be more purposeful with the execution of their shots,” Mellow said. “It brings essentially a pre-shot routine to every player, whether they have one or are in need of one.” 

In creating Mindset, Bridgestone worked with Jason Day and his performance coach, Jason Goldsmith. Day has put the new ball in play this year, recording a tie for 10th at The Sentry in Hawaii. He is the only PGA Tour player to use the ball in tournament play thus far, although some have been using it as a practice tool. 

Mindset will be available in all four models of Bridgestone golf balls. It comes to retail in February. 

For more information, visit Bridgestone.