‘A new chapter’: Tiger Woods unveils new logo, apparel brand ahead of PGA Tour return
Tiger Woods may no longer be wearing the Swoosh on the golf course, but he’ll still be in “Sun Day Red.”
At an event Monday evening near Riviera Country Club in Los Angeles, where Woods will make his return to the PGA Tour later this week, the 15-time major winner unveiled his new clothing brand, Sun Day Red. With the new brand also comes a new logo that depicts a tiger jumping, replacing the “TW” logo Woods used most of his career.
The announcement comes less than a month after Woods and Nike announced an end to their 27-year partnership, leaving Woods searching for a clothing sponsorship for the first time in his career.
He didn’t venture far from home, as Sun Day Red was created in partnership with TaylorMade, which has been Woods’ golf club sponsor since 2017, shortly after Nike exited the hard goods market. Sun Day Red, however, will stand alone as a separate business unit from the larger company.
A press release called it “the start of a new chapter in the Tiger Woods saga.”
“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 the 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. 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.”
The brand’s name comes from Woods’ tradition of wearing a red polo on the final day of a tournament — his mother told him it was a power color — but the phrase “Sunday Red” was strategically broken up into three words. At the launch party on Monday, TaylorMade CEO David Abeles said Woods turned his attention to the “Rule of Threes” and how there is “power in threes” during the creation of the new company.
