Bridgestone e12 HiLaunch, e12 Straight and e12 Speed Golf Balls

For those who closely follow the release cycles of Bridgestone golf, there is an understanding that even years bring upon a new Tour B lineup, while odd years usher in a new e series. True to schedule, Bridgestone is taking the stage today to announce the members of the new e12 models as part of their Optimal Flight System. 

Bridgestone e12 HiLaunch

What is the Optimal Flight System? Being the #1 ball-fitter in golf has allowed Bridgestone to conduct extensive research on the ball flight trends of recreational golfers. Their findings reveal that 19% of golfers hit the ball too high, 22% hit it too low, 13% have a hook miss, and 31% slice the ball. After reading that, I’d be willing to guess you are figuring out which miss is yours. Since golfers have specific flight trends, releasing just one version of an e12 ball isn’t enough. Therefore, as part of the Optimal Flight System, Bridgestone is bringing three e12 golf balls to the market to help generate more consistent ball flight results. 

e12 HiLAUNCH

As its name might suggest, the e12 HiLaunch is designed for the 22% of golfers who hit the ball too low. It features the lowest compression of the three models, meaning the ball stays connected to the face longer. Extended contact with the face generates that additional launch for a higher ball flight. Golfers who struggle to achieve proper launch conditions will enjoy the additional carry distance they produce with the e12 HiLaunch. 

Bridgestone e12 HiLaunch packaging

e12 STRAIGHT

Ah, the dreaded slice. Venture to the local muni, and it will very likely be the most common ball flight off the tee. To correct ball flights that miss right or left, the e12 Straight offers several technologies, such as a low-compression core with a sidespin-reducing mantle. It’s also the only ball in the line that utilizes Contact Force dimples, creating more contact with the clubface for a straighter ball flight.

Also exclusive to the e12 Straight is the availability of a matte green and matte yellow cover.

e12 SPEED

e12 speed packaging

It offers the most ball speed thanks to a firmer core and higher compression, which reduces deflection off the face, creating a lower and more penetrating ball flight. Compared to other Bridgestone balls, the e12 Speed will feel slightly firmer than the Tour B RX. The e12 Speed will also be the most stable within the e12 line in windy conditions. 

“We pioneered golf ball fitting in 2006, and while ball fitting has proven to be a tremendous tool to get consumers to try Bridgestone, it has been an even bigger tool for us on the R&D side,” said Dan Murphy, President of Bridgestone Golf.

“The new e12 series was really designed by everyday golfers as much as it was designed by us. The data from those millions of amateur fittings is what led us down the path of creating three unique e12 golf balls. Between our TOUR B series and new e12 lineup, I am extremely proud that we are providing golfers with golf ball options that will fit virtually any type of player.” 

Mindset

Bridgestone introduced the golfing world to Mindset in 2024, and it became a prominent story for the Tour B golf balls. Mindset showcases a printed technology that helps golfers settle into a pre-shot routine that trains the brain to get into the right frame of mind before facing the next shot. The logo consists of visual cues that guide golfers through a three-step process: identifying the target, visualizing the shot path, and focusing on the dot to clear one’s mind of analytical thoughts before initiating the swing. Mindset was optional on the Tour B line, with some balls featuring the logo and others without. However, in the new e12 series, Mindset is printed on every ball, regardless of the variant.

Bridgestone e12 HiLaunch with mindset

“Enhanced mental focus in sports, not just golf, is a movement that is significantly influencing how athletes approach their respective games,” said Elliot Mellow, Golf Ball Marketing Manager, Bridgestone Golf.

“What MindSet does is give players, both expert and amateur, a simple pre-shot routine that greatly improves concentration and effectively separates analytical thought from athletic performance, allowing the golfer to make a free swing. We have found that over 80% of golfers see improved scoring by an average of nearly three strokes per round with MindSet, so adding it to the e12 series made perfect sense.” 

It’s hard not to look at the new e12 offerings without drawing on the memory bank of the old e5, e6, and e7 golf balls. While they are not the same balls, the similarities in the story of fitting and having the Optimal Flight System in place, help give golfers a better understanding of which ball is their ideal choice. Furthermore, Bridgestone is including the power of their ball fittings to include all three of the e12, so whether using their online or in-person ball fitting, know that they are committed to getting you the e12 ball that works best for your game. 

The Details

e12 hilaunch

Golfers will find the new Bridgestone e12 series on store shelves starting on February 14, 2025, with a price tag of $34.99. 

For more information visit their website at www.bridgestonegolf.com.

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Dean DeCrescenzo is a THP staff writer that currently resides in upstate New York. He has been a member of The Hackers Paradise for over 7 years and been involved with a number of THP events.