Maxfli

Founded 1910 · Pittsburgh, Pennsylvania, USA

Clubs & Balls

#75

Global Rank

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Maxfli traces its origins to 1910, making it one of the oldest names in golf equipment. Originally a tire manufacturer that diversified into golf balls, the brand became a staple of American golf throughout the 20th century, known for reliable performance and wide availability. Maxfli balls were played on tour and stocked at courses and retail shops across the country, establishing the name as synonymous with accessible, dependable golf equipment. After years of ownership changes and market repositioning, Dick's Sporting Goods acquired the Maxfli brand in 2008 and relaunched it as an exclusive in-house golf ball line. Today, Maxfli operates as a value-focused performance brand available only through Dick's retail stores and website. The company produces multi-tier ball lineups, including the SoftFli, Tour, and Straightfli models, designed to deliver competitive performance at lower price points than premium competitors like Titleist Pro V1 or TaylorMade TP5. Maxfli's modern positioning targets recreational golfers looking for solid performance without paying for tour-level validation or premium branding. The balls feature urethane covers, multi-layer construction, and performance claims similar to more expensive options, but retail at significantly lower prices. Dick's leverages its retail footprint and customer data to market Maxfli directly to its core golf demographic, bypassing traditional wholesale distribution and tour sponsorship costs. The brand's tour presence is minimal, and it lacks the R&D budgets or marketing firepower of major ball manufacturers. However, Maxfli has carved out a defensible position as a credible value alternative for golfers who want better-than-budget performance without premium pricing. It's a brand built on heritage and accessibility, now operating as a retail-exclusive line designed to capture customers who shop at Dick's and prioritize value over validation. For Dick's, Maxfli represents a differentiated product that drives margin and loyalty in a highly competitive category.

DI Score 2.7

MoM Change +22.7%

3M Trend +73.3%

12M Trend -18.2%

Maxfli Interest Over Time

How search demand for Maxfli has moved over time, indexed against the rest of the field.

Brand index Global index avg Projected

Key Moments

The product, marketing, culture, and on-course moments that moved search interest in Maxfli in a given month.

Apr 2026

Griffin debuted the new Tour X-LS ball at the WM Phoenix Open in February, becoming the first to play it in PGA Tour competition
Made his Masters debut in April, finishing T33 at even par to highlight the ball in golf's most prestigious venue
Launched the "Say Less" brand campaign featuring Griffin, which aired during the Phoenix Open and ran across broadcast, social, streaming and additional media placements

Mar 2026

Ben Griffin debuted the new Maxfli Tour X-LS golf ball at the WM Phoenix Open in February 2026, becoming the first player to use the ball in a PGA Tour event
Griffin signed a three-year extension with Maxfli through 2028 and appeared in the brand's new "Say Less" advertising campaign that aired during the WM Phoenix Open on Golf Channel
The Tour X-LS ball is a lower-spin evolution of the Tour X with redesigned core and mantle layers, available in limited quantities at DICK'S Sporting Goods this summer

Jan 2026

Ben Griffin extended his partnership with the company until 2028 and debuted Maxfli's new Tour X-LS golf ball at the WM Phoenix Open in early February 2026.
Griffin signed a three-year extension to play Maxfli's golf balls exclusively while letting his other gear contracts lapse, becoming a complete equipment free agent except for the ball.
The new Tour X-LS ball, designed with lower spin characteristics specifically for Griffin's game, will be available for purchase in limited quantities at DICK'S Sporting Goods and Golf Galaxy this summer.

Rankings by Market

Brand interest is not uniform. Where Maxfli is searched hardest, and where it lags, varies market to market.

Market	Rank	DI	vs Last Month	Year-over-Year	Index Size
🌎 Global	#79	2.7	+22.7%	-18.2%	3.5M
🇺🇸 United States	#72	3.3	+22.2%	-18.5%	2.5M
🇯🇵 Japan	#26	6.0	+84.4%	+126.9%	77K
🇰🇷 South Korea	#88	0.5	0.0%	0.0%	21K
🇬🇧 United Kingdom	#91	1.4	0.0%	-18.8%	292K
🇨🇦 Canada	#107	1.2	+52.4%	-33.3%	281K
🇨🇳 China	#72	3.1	0.0%	0.0%	4K
🇦🇺 Australia	#78	2.1	0.0%	-34.4%	103K
🇩🇪 Germany	#100	0.5	-28.6%	-28.6%	81K
🇸🇪 Sweden	#78	0.6	0.0%	-35.7%	97K
🇫🇷 France	#98	0.5	+33.3%	-20.0%	55K