Dive Brief:
- After ending his partnership with Nike, Tiger Woods announced a new brand, Sun Day Red, through an extended partnership with TaylorMade.
- Sun Day Red will be a stand-alone lifestyle brand with its own team of designers and will feature a full range of apparel and footwear, according to a Monday announcement.
- The brand will launch online on May 1 in the U.S. and Canada with its first line of apparel for men. Over time the brand said it will expand beyond North America, offering products for women and children, as well as footwear.
Dive Insight:
The announcement of the new brand with TaylorMade comes about a month after Woods and Nike said they would end their 27-year partnership.
TaylorMade and Woods first started working together in 2017 through a multiyear equipment endorsement agreement. Over the years, Woods worked with the brand to help develop a number of products, including the P·7TW irons and its Milled Grind wedge line.
Now, Tiger is setting his sights on his own brand.
The name of the new brand is a nod to Tiger’s choice to wear red on most tournament Sundays, winning 15 major championships in the color. Those 15 major championship wins are incorporated into the design of Sun Day Red’s logo.
The company said that Woods’ eye for detail will be felt through the brand’s designs. Products will include features like two-way zippers and pocket seaming to eliminate bulk and enhanced shoulder seaming to promote full-motion unrestricted swings.
“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 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,” Woods said in a statement. “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. TaylorMade Golf has been a great partner on the equipment side. They have the best people who I deeply trust, and they can bring this to life like no one else.”
Woods and TaylorMade have brought on industry veterans to lead the brand. Brad Blankinship — who comes with decades of experience at Quiksilver and RVCA — will lead the brand’s day-to-day operations as president of Sun Day Red.
Products will include new patterns, temperature-controlling materials and other technical elements intended to elevate performance.
