LOS ANGELES — For over 27 years, Tiger Woods‘ name, accomplishments and many records have been synonymous with the color red that he wears on Sundays.
Following a split from longtime sponsor Nike earlier this year, Woods is leaving behind the swoosh but bringing his signature color with him.
On Monday, ahead of the Genesis Invitational where Woods will make his 2024 PGA debut as a playing tournament host, the 15-time major winner announced a new “active premium lifestyle brand” called “Sun Day Red” in conjunction with golf equipment company TaylorMade.
“It’s the right time in my life,” Woods said at the launch event. “It’s transitional. I’m no longer a kid anymore. Life changes, I have kids now, and this is an important part of transitioning into this part of my life, to have a product and a brand that I’m proud of.”
Across the room from where Woods announced “Sun Day Red” were mannequins outfitted in the brand’s apparel, including hoodies, polos, outerwear and hats.
“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,” Woods said in a news release. “There are things that 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 final-round outfits, which, as Woods explained again on Monday, originate from his Thai-born mother, Kultida, who told him red was his power color. The logo is a stretched-out tiger with 15 stripes — one for each major championship Woods has won in his career.
“What happens when we win another major championship?” Woods asked with a smile. “We’re going to have to redo the trademark.”
At the event, TaylorMade Golf’s CEO David Abeles highlighted the fact that even though “Sun Day Red” may be part of TaylorMade’s overall company, Woods’ brand will be its own business unit with its own headquarters, designers and staffing.
Brad Blankinship, who previously led surf apparel companies Quiksilver and RVCA, has been named the company’s president.
“This is a full-blown unequivocal partnership,” Abeles said. “There’s no influence from TaylorMade on this brand. The brand stands alone, it will have its own identity.”
Abeles said “Sun Day Red” will launch first with men’s golf apparel, but its goal is to create lifestyle clothing that will extend beyond the golf course and will eventually include women’s and kids’ apparel, too.
When asked by ESPN whether the new company will also include footwear, Abeles confirmed it would, starting with a golf shoe and expanding to include lifestyle footwear as well. While being sponsored by Nike, Woods has notably worn FootJoy golf shoes since returning to competition from injuries he suffered in a car wreck outside Los Angeles in February 2021.
“We fully anticipate having footwear in market by early next year, if not sooner,” Abeles told ESPN. “You may see Tiger wearing it sometime this spring or summer.”
Woods has been playing 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 Nike-branded until Woods announced earlier this year that he would be starting a new chapter.
Monday’s announcement continues a growing partnership between Woods and TaylorMade. Last year, the equipment company made a large investment in PopStroke, an upscale putting and dining venue owned in part by Woods.
While the “Sun Day Red” website went online immediately after 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 to wear “Sun Day Red” apparel this week at Riviera Country Club, which will host the PGA Tour’s second signature event of the season. Last year, Woods played all four rounds of the tournament. He then went on to make the cut in the 2023 Masters before withdrawing after three rounds. He had surgery to fuse his ankle soon after the Masters and did not return until December for his Hero World Challenge in the Bahamas.
Woods said at the Hero World Challenge that his goal was to play in at least one tournament each month during the major season.