Tiger Woods and TaylorMade have officially announced the launch of a new performance and lifestyle brand inspired by the 15-time major champion.
Called Sun Day Red, the partnership will see the launch of a new range of apparel and footwear that will be available for consumers to buy from May onwards, although initially online only.
Woods says the name of the brand name is a tribute to the fact that he’s always worn red on Sundays. The tiger logo is a tribute to the 15 majors he has worn over the course of his career.
“It’s the right time in my life,” Woods said at the launch event, appearing in a cashmere sweater from the new brand. “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.”
Woods’ relationship with TaylorMade dates back to 2017, when the two signed an equipment deal that has him playing with the brand’s driver, fairway woods, irons and wedges.
Woods said he was courted by other companies to launch a new apparel brand following his recent split from Nike, but he trusted TaylorMade for their ability to “get it right.“
“I’m ready to share those secrets with the world”
“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. “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.”
TaylorMade CEO David Abeles said Woods had been an inspiration for his team, including his discipline and meticulous approach to product design. “There is no influence from TaylorMade on this brand. His brand stands alone and is independent from TaylorMade,” Abeles said.
The new brand includes an entirely new company with separate headquarters and employees who are solely focused on its development.