Tiger Woods, TaylorMade partner to launch ‘Sun Day Red’ brand

LOS ANGELES — For more than 27 years, Tiger Woods' name, accomplishments and numerous records have been synonymous with the color red he wears on Sundays.

Following a split from longtime sponsor Nike earlier this year, Woods leaves the swoosh behind but brings his signature color with him.

On Monday, ahead of the Genesis Invitational where Woods will make his 2024 PGA debut as a tournament host, the 15-time major winner announced a new “premium active lifestyle brand” called “Sun Day Red” in collaboration with golf equipment company TaylorMade. .

“It’s the right time in my life,” Woods said at the launch event. “It's a transition. I'm not a kid anymore. Life changes, I have kids now, and that's a big part of transitioning to this part of my life, having a product and a brand that I am proud.”

Across the room from where Woods announced Sun Day Red were mannequins outfitted in the brand's clothing, including hoodies, polo shirts, outerwear and hats.

“I have learned a lot over the years and have a lifetime of experience adjusting my clothing and shoes to help me play better based on how they were constructed,” Woods said in a press release. “There are things I could tell you that no one knew I was doing over the years. I'm ready to share those secrets with the world.”

The brand's name comes from Woods' iconic finals outfits, which, as Woods further explained on Monday, came from his Thai-born mother, Kultida, who told him that red was his power color. The logo is an elongated tiger with 15 stripes, one for each major championship Woods won during his career.

“What happens when we win another major championship?” » Woods asked with a smile. “We’re going to have to redo the brand.”

At the event, David Abeles, CEO of TaylorMade Golf, highlighted the fact that while Sun Day Red is part of TaylorMade's overall business, the Woods brand will be its own business unit with its own headquarters, its own designers and its own staff.

Brad Blankinship, who previously led surfwear companies Quiksilver and RVCA, has been named president of the company.

“This is a true, unequivocal partnership,” Abeles said. “There is no influence from TaylorMade on this brand. The brand is autonomous, it will have its own identity.”

Abeles said Sun Day Red will launch first with men's golf clothing, but its goal is to create lifestyle clothing that will extend beyond the golf course and also include clothing for women and children.

When asked by ESPN if the new company would also include shoes, Abeles confirmed that it would, starting with a golf shoe and expanding to include lifestyle shoes. While sponsored by Nike, Woods has notably worn FootJoy golf shoes since returning to competition following injuries he suffered in a car accident outside Los Angeles in February 2021.

“We fully anticipate having shoes on the market early next year, if not sooner,” Abeles told ESPN. “You might see Tiger wearing it this spring or summer.”

Woods has played with TaylorMade clubs since 2017, when he signed a sponsorship deal with the equipment company. At the time, the deal did not include apparel, which remained under the Nike brand until Woods announced earlier this year that he would begin a new chapter.

Monday's announcement continues the growing partnership between Woods and TaylorMade. Last year, the equipment company made a significant investment in PopStroke, an upscale restaurant and restaurant partly owned by Woods.

While the Sun Day Red website went live immediately following Monday's announcement, TaylorMade Golf plans to launch its first apparel line in the United States and Canada on May 1.

Woods, meanwhile, will begin wearing Sun Day Red clothing this week at Riviera Country Club, which will host the second marquee event of the PGA Tour season. Last year, Woods played in all four rounds of the tournament. He then managed to qualify for the 2023 Masters before withdrawing after three rounds. He underwent surgery to fuse his ankle shortly after the Masters and did not return until December for his Hero World Challenge in the Bahamas.

Woods said during the Hero World Challenge that his goal was to compete in at least one tournament every month during the major season.