Tiger Woods may no longer wear the Swoosh on the golf course, but it will still be in ‘Sun Day Red’.
At an event Monday night near Riviera Country Club in Los Angeles, where Woods will make his return to the PGA Tour later this week, the 15-time major winner unveiled his new clothing brand, Sun Day Red. The new brand also includes a new logo depicting a leaping tiger, replacing the “TW” logo that Woods used for most of his career.
The announcement comes less than a month after Woods and Nike ended their 27-year partnership, prompting Woods to seek apparel sponsorship for the first time in his career.
He didn’t venture far from home, as Sun Day Red was founded in partnership with TaylorMade, Woods’ golf club sponsor since 2017, shortly after Nike exited the hard goods market. However, Sun Day Red will operate as a separate business unit from the larger company.
A press release called it “the beginning of a new chapter in the Tiger Woods saga.”
“I have learned so much over the years and have a lifetime of experience customizing my clothing and shoes to help me play better based on the way it is built,” Woods said in the release. “There are things I could tell you that no one knew I did over the years. I’m ready to share those secrets with the world. Sun Day Red embodies the love of playing and competing, and we are for people who share these values, whether on the court or in life. We will be focused on putting the athlete first in the product decisions we make.”
The brand’s name comes from Woods’ tradition of wearing a red polo on the last day of a tournament (his mother told him it was a powerful color), but the phrase “Sunday Red” was strategically divided into three words. At the launch party on Monday, TaylorMade CEO David Abeles said Woods focused his attention on the “Rule of Three” and how there is “power in threes” during the creation of the new company.
The logo is also a nod to Woods’ 15 major titles (the second most of all time), as the tiger has 15 stripes. Although Woods and Abeles have confirmed that if Woods wins another major, they will redesign the logo to add another stripe.
Sun Day Red markets itself as a ‘premium active lifestyle brand’, with full clothing and footwear lines, as well as luxury logo T-shirts, fleece and hats for everyday use. According to the release, each piece features specific requests from Woods, including improved shoulder seams that promote full movement and unrestricted swings, two-way zippers and pocket seams that prevent bunching, plus collars and cuffs that are precisely designed and measured for optimal performance.
While Woods will begin wearing Sun Day Red this week at the Genesis Invitational, a tournament run by his foundation in which he also serves as tournament host, the brand will officially launch on May 1 and be available at sundayred.com.
Woods’ future after Nike had been the subject of rumors since December, and although the partnership with Woods ended, many of Nike’s other stars – such as world No. 1 Scottie Scheffler, Rory McIlroy and Nelly Korda – continue to wear the brand during matches.
During the PNC Championship late last year, Woods fielded questions about his future with Nike, indicating only that he was “still wearing their product.”
Rumor of the partnership with TaylorMade, which was spun off from sportswear giant Adidas in 2017, intensified last month when trademark applications by TaylorMade Lifestyle Ventures for the Sunday Red name and logo appeared on the U.S. Patent and Trademark Office website.
Then came a series of cryptic tweets from Woods over the past week, teasing Monday’s announcement. The second on Saturday featured Woods’ glove with the new Sunday Red logo on the Velcro strap.
Woods makes his first PGA Tour start of 2024 this week as he hosts the Genesis Invitational. It is also his first official PGA Tour event since withdrawing during the third round of last year’s Masters and subsequently undergoing ankle surgery.
He played his first competitive events since surgery in December at his own unofficial Hero World Challenge, where he finished 18th out of the 20-man field. Woods and Charlie then finished in fifth place at the PNC Championship later in December.