Tiger Woods, the legendary golfer, and TaylorMade, the renowned golf company, have recently announced their collaboration on a new apparel and footwear performance and lifestyle brand. The brand, named Sun Day Red, is a significant move for Woods, as he aims to establish a brand that he can be proud of following his split with Nike. The collaboration was officially announced at a press event in Pacific Palisades, California, just before the PGA Tour’s Genesis Invitational, an event hosted by Woods himself.
The name of the brand, “Sun Day Red,” holds deep significance for Woods. As many golf enthusiasts know, Woods has always worn a red shirt on Sundays during tournaments. Therefore, he chose this name as a tribute to this tradition that has become synonymous with his golfing career. Additionally, the brand features a tiger logo, symbolizing the 15 majors Woods has won throughout his illustrious career.
Woods’ collaboration with TaylorMade is not a new development. Their relationship dates back to 2017 when they signed an equipment deal, which led Woods to use the brand’s driver, fairway woods, irons, and wedges. Woods expressed his trust in TaylorMade, stating that he was courted by other companies but ultimately chose TaylorMade due to their ability to consistently deliver high-quality products.
The creation of Sun Day Red signifies the birth of an entirely new company. TaylorMade CEO David Abeles emphasized that Sun Day Red operates independently of TaylorMade. It has its own headquarters and dedicated employees solely focused on its development. This separation ensures the unique identity and authenticity of the brand.
Last month, Woods announced his departure from his long-time apparel partner, Nike, after a 27-year partnership. The decision was a part of Woods’ strategic business move, as he seeks to redefine his brand. Over the years, Woods’ brand had diminished due to his challenges with injuries, including a car crash in 2021 that resulted in multiple leg injuries. Despite these obstacles, Woods remains one of the most iconic and beloved golfers of all time, attracting dedicated fans wherever he goes.
For TaylorMade, the collaboration with Woods is undoubtedly a victory. Although Woods’ on-course appearances have become less frequent, his enduring legacy continues to captivate fans worldwide. Experts predict that this partnership will provide a significant boost to the TaylorMade brand, comparing it to Michael Jordan’s enduring star power and the success of the Air Jordan brand. As Woods embarks on new ventures, such as his ownership of the TGL (Tech Golf League) and its broadcast deal with ESPN, TaylorMade stands to benefit tremendously from increased exposure and association with the golfing legend.
The collaboration between Woods and TaylorMade has been the subject of speculation for several months. Last year, TaylorMade went as far as creating a new LLC called TaylorMade Lifestyle Ventures, which trademark attorney Josh Gerben suggests was likely a mechanism to provide Woods with equity in the new company. This unique structure showcases the commitment and belief both parties have in the success of Sun Day Red and the value it can bring to the market.
Tiger Woods’ collaboration with TaylorMade to create Sun Day Red marks a pivotal moment in his career. As he transitions from his long-standing relationship with Nike, Woods seeks to establish a brand that reflects his values and resonates with his dedicated fan base. The partnership with TaylorMade not only ensures high-quality golf equipment but also positions Sun Day Red as a lifestyle brand, allowing Woods to showcase his unique style and make a lasting impact on the world of golf and beyond.
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