Tiger Woods is set to make his return to the PGA Tour this week with a new look and a new venture in the world of golf fashion. After ending his 27-year partnership with Nike, Woods has launched his own apparel brand, Sun Day Red, under the TaylorMade umbrella.
The brand will be based in San Clemente, Calif., giving it a separate headquarters from TaylorMade’s about 25 miles south in Carlsbad. While financial details of the deal are not available, it is believed that Woods and TaylorMade are sharing ownership (and profits) of the new company.
Sun Day Red will focus on performance wear and luxury lifestyle fashion, making golf staples like hats, polos, gloves, shorts, and pants, as well as hoodies, T-shirts, and fleeces. The brand will feature a drawing of a tiger as its main logo and for now has replaced the iconic “TW” logo that made Woods famous with Nike. The brand will not be available to the public until May 1st but Woods will start wearing Sun Day Red during the tournament this week. In the long term, Sun Day Red plans to include footwear as part of its offerings but for now Woods will continue to wear FootJoy shoes.
While Nike endorsers included Woods-branded sports gear as part of their deals in the past, it remains to be seen whether Sun Day Red will look to sign any professional golfers as clients moving forward. However Scottie Scheffler who won 2022 Masters tournament has stated that he prefers Woods-branded shoes.