COVINGTON, GA - Today's golfing consumers have become more aware that their golf ball choice can greatly impact their performance. Selecting a ball based on what a Tour player uses or simply because of lowest price is becoming a thing of the past for serious players. Whether a reflection of social and traditional media, reader education efforts or the rise of ball-fittings, today's golf ball buyers care more, ask more and know more about their golf balls than ever before. Ask Bridgestone Golf. After 40,000 ball-fittings and innumerable encounters with golfing consumers-on golf courses, at trade shows and through the web-Bridgestone Golf has collected a vast resource of data on average amateurs' golf swings and has developed a product line that maximizes their strengths and minimizes their weaknesses-that makes the game more enjoyable and, most importantly, that helps players score better!

Targeting the average amateur player, Bridgestone is bringing updates to its award winning e-Series line focused on optimizing trajectory to improve distance and accuracy.

One group of golfers that needs help are those who struggle with hitting their shots too low and need a higher ball flight for added carry. The new e5 golf ball uses its unique 2-piece urethane cover construction to help golfers who have a desire to add more height to their shot trajectory. For the 2010 model, Bridgestone Golf has incorporated a 326 dimple pattern with shallower and larger dimples, producing a higher trajectory than its predecessor. In addition, the new e5 has a large gradational compression core and soft TOUR caliber urethane cover. The result - longer distance off the tee with exceptional spin control on and around the greens.

The most common trajectory flaw throughout the spectrum of golfers Bridgestone has tested has been slices and hooks, caused by excess sidespin. The 2010 version of the e6 golf ball employs a newly enhanced Anti-Side Spin Inner Layer that kills excess spin for an even straighter and longer flight. The Anti-Side Spin Inner Layer is comprised of a brand new Bridgestone formulation that offers a combination of high resilience and low compression, like never before available. Already the most popular model of the e series due to its forgiveness on off-center hits, this latest version of the e6 will bring even greater accuracy to help players lower their scores. In addition, Bridgestone has made the softest multi-layer golf ball on the market even softer, reducing its compression by 8%. The softer feel is best appreciated on chips and pitches around the green and on putts.

For those players who need a slightly lower trajectory or perhaps already have an ideal trajectory but are seeking longer distance, the new e7 golf ball fits the bill. The new e7 also benefits from a new proprietary Bridgestone Inner Layer formulation that makes the ball 5% firmer. This new Velocity Increasing Inner Layer along with a new higher speed Gradational Compression Core combine to create a more piercing flight and better wind resistance - resulting in even deeper distance off the tee.

"In talking with retailers over the past year, it is evident that Bridgestone's message of choosing your ball based on performance rather than what a Tour player uses has really resonated with golfers," said Brandon Sowell, Marketing Manager - Golf Balls, Bridgestone Golf, Inc. "At the forefront of those efforts is Bridgestone's desire to educate golfers how to select the best ball for their game through ball-fitting. The entire e-series evolved from our learning about where players needed help in terms of ball-flight optimization. In the new e-series line we've made some significant modifications to make the balls even better at what they're designed to do. As a company, we plan to continue to invest in and improve our ball-fitting program as it has proven to be a valuable service for amateur players and also an incredible resource for new product development efforts."

The new e-series balls will be available at golf specialty stores and green grass retailers on November 1st, 2009 and will feature a street price of $26.99 per dozen (MSRP - $38 per dozen).

For more information on the new e5, e6 and e7 visit www.bridgestonegolf.com.

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