Thirty-one years after making his PGA Tour debut at The Riviera Country Club, Tiger Woods returned to where it all started, but this time for a different kind of debut. Being the host of the 2024 Genesis Invitational, Woods took the tournament as an opportunity to showcase his new clothing brand “Sun Day Red.”
“I imagine that is all we’re gonna see him wearing from now on,” professional golfer Jordan Spieth said.
The brand stands on its own under the TaylorMade banner and Woods officially unveiled it last Monday at a press conference. According to TaylorMade CEO David Abeles, the name of the brand follows “the rule of threes,” with the word “Sun” representing the perfect weather for golfing, “Day” because golf can be played any day of the week, and, of course, “Red” being the color that Woods is famously known for wearing on Sundays. Having the zodiac sign of Capricorn, Woods’ mother chose red to be a power color for her son and bring him good luck.
With 15 majors under his belt, it is safe to say she made the right choice. Speaking of majors, the Sun Day Red logo pays homage to them, as it features a tiger with 15 stripes, one for each major Woods has earned in his career.
This new chapter in Woods’ career is more than just a golf brand, as its products are being marketed as both lifestyle and athletic. The line will consist of everything from polos and hats to hoodies and shoes. While the majority of the first releases are meant for men, the brand hopes to soon include products for both women and children. Even though the brand seems to be more lifestyle-oriented, the brand is definitely keeping athletes in mind when developing its products.
“I have learned so much over the years and have a lifetime of experience adjusting my apparel and footwear to help me play better based on the way it was constructed. 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,” Woods said in a news release. “Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make.”
With a big-time athlete at the helm like Woods, it is safe to say that this line has potential to reach the heights of such beloved sports brands like Jordan. What started as a basketball line, Jordan quickly dominated the sports world and began to expand into other sports like football and soccer. If successful, who’s to say Sun Day Red can’t be more than a golf brand?
“Tiger’s name is obviously very powerful, not just in the game of golf, but in the sports world and outside of that, everyone knows who Tiger Woods is,” professional golfer Rickie Fowler said. “I’m sure they are starting in the kinda golf space, see how it goes, and what it potentially could be.”
Following in Michael Jordan’s footsteps, the brand may even decide to team up with other athletes to broaden its reach. Both NFL quarterback Josh Allen and NBA power forward Blake Griffin expressed their love for Woods and the brand, and said that they would be open to a possible collaboration. Even comedian Will Arnett wants in, saying “I would do anything with that guy, it’s Tiger Woods!”
While the creation of Sun Day Red marked a major achievement and milestone in Woods’ historic career, it also marked the death of a successful 27-year partnership with Nike. The two announced the split in early January over social media and thanked each other for all the amazing memories over the years.
“Everything sort of has its lifecycle and runs its course,” Nike golfer Rory McIlroy said.
Woods has been with the popular sports clothing brand since the age of 20 and formed a close relationship with the company – so much so that when other sponsors like AT&T and Gatorade dropped Woods after his 2009 sex scandal, Nike remained loyal and stuck by his side. That decision seemed to pay off, as during his time with the company, Woods not only provided its golf line with a ton of exposure, but, according to Forbes, the relationship between the two was worth about $500 million.
While the split between the two may come as a shock to many, the writing on the wall may have come as early as 2016, when Nike announced that it would stop manufacturing golf equipment altogether. It was soon after in 2017 that Woods started working with TaylorMade through a multi-year equipment endorsement. This decision by Nike may have been the first domino to fall that led to Woods’ exit.
Although Woods split from Nike, many fans hoped his TW line would continue on in some shape or form. But, Woods killed any chance of hope when he said he’s moved on and does not want the logo back.
“It’s the right time in my life. It’s transitional. I’m not a kid anymore. I want to have a brand I’m proud of going forward. Sun Day Red — it’s me,” Woods said in a press release.
For Woods, this new solo venture has unlimited potential and may not only conquer golf, but possible sports in general. Meanwhile, the future of Nike golf remains uncertain and fans of the TW line are left with broken tees and broken hearts.
“It’s probably more a loss for Nike than it is Tiger,” McIlroy said. “It will take a while to get used to not seeing him in the swoosh.”
Sun Day Red launches its first signature line May 1 in the United States and Canada.