LOS ANGELES — For more than 27 years, Tiger Woods’ name, achievements and many records have been synonymous with the color red he wears every Sunday.
After parting ways with longtime sponsor Nike earlier this year, Woods ditched the swoosh but took his signature color with him.
On Monday, ahead of the Genesis Invitational where Woods will make his 2024 PGA debut as a tournament host, the 15-time major winner announced a new “active premium style brand of life” called “Sun Day Red” with golf equipment company TaylorMade. .
“This is the right time in my life,” Woods said at the launch event. “It’s transitional. I’m not a kid anymore. Life changes, I have kids now, and it’s an important part of transitioning to this part of my life, to have a product and a brand that I’m proud of .”
Across the room where Woods announced “Sun Day Red” were mannequins dressed in the brand’s clothing, including hoodies, polos, outerwear and hats.
“I’ve learned a lot over the years and have had a lifetime of experience adjusting my shoes and shoes to help me play better based on the way they’re built,” Woods said in a news release. “There are things I can tell you that no one knows I’ve been doing for years. I’m ready to share those secrets with the world.”
The brand’s name comes from Woods’ iconic final-round outfits, which, as Woods explained again Monday, came from his Thai-born mother, Kultida, who told him red was his power. color. The logo is a stretched-out tiger with 15 stripes — one for each major championship Woods won in his career.
“What if we win another major championship?” Woods asked with a smile. “We need to change the trademark.”
At the event, TaylorMade Golf CEO David Abeles highlighted the fact that although “Sun Day Red” may be part of the overall TaylorMade company, Woods’ brand is its own business unit with its own headquarters. , designers and staffing.
Brad Blankinship, who previously led surf apparel companies Quiksilver and RVCA, has been named company president.
“It’s a completely unequal partnership,” Abeles said. “There is no influence from TaylorMade on this brand. The brand stands alone, it has its own identity.”
Abeles said that “Sun Day Red” will initially be launched with men’s golf apparel, but the goal is to create lifestyle clothing that extends beyond the golf course and will eventually include women and children as well. clothes, too.
When asked by ESPN if the new company will also include footwear, Abeles confirmed that it will, starting with a golf shoe and expanding to include lifestyle footwear as well. While sponsored by Nike, Woods has mostly worn FootJoy golf shoes since returning to competition from injuries he suffered in a car wreck outside Los Angeles in February 2021.
“We fully expect to have the shoes on the market early next year, if not sooner,” Abeles told ESPN. “You might see Tiger wearing it sometime this spring or summer.”
Woods has been playing with TaylorMade clubs since 2017, when he signed a sponsorship deal with the equipment company. At the time, the deal did not include apparel, which remained Nike-branded until Woods announced earlier this year that he was starting a new chapter.
Monday’s announcement continues a growing partnership between Woods and TaylorMade. Last year, the equipment company made a big investment in PopStroke, a high-putting and dining venue that Woods owns in part.
While the “Sun Day Red” website went online shortly after Monday’s announcement, TaylorMade Golf plans to launch its first apparel line in the United States and Canada on May 1.
Woods, meanwhile, will begin wearing “Sun Day Red” attire this week at Riviera Country Club, which will host the PGA Tour’s second signature event of the season. Last year, Woods played in all four rounds of the tournament. He went on to make the cut at the 2023 Masters before withdrawing after three rounds. He had surgery to fuse his ankle after the Masters and didn’t return until December for his Hero World Challenge in the Bahamas.
Woods told the Hero World Challenge that his goal is to play at least one tournament every month during the major season.