LOS ANGELES — Tiger Woods and Sunday Red aren’t just a shirt anymore. It’s a brand.
Woods is kicking off the new year with a new look, announcing Monday night an expanded partnership with TaylorMade Golf to launch a lifestyle brand to be called “Sun Day Red.”
The change occurred when Woods and Nike ended a 27-year relationship, dating back to when Woods turned professional in August 1996 with his “Hello, World” campaign.
Nike ended its equipment business (golf clubs and golf balls) in 2016. Woods previously had a deal with TaylorMade for the clubs and with Bridgestone for the golf ball.
Today, he is partnering with TaylorMade for a clothing and shoe line.
The company said the creation of “Sun Day Red” incorporates its 15 major championships into the logo of a tiger stretched across all three words.
“I have learned a lot over the years and have a lifetime of experience adjusting my clothing and shoes to help me play better based on how they were constructed,” Woods said. “There are things 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 has worn some variation of red Sunday throughout his career because his Thai-born mother, Kultida, told him it was his power color.
TaylorMade Golf plans to launch its first men’s clothing line online in the United States and Canada on May 1, between the Masters and the PGA Championship. It wants to expand into key markets, and possibly add shoe lines and women’s and children’s lines.
Sun Day Red is a standalone brand that will have its own designers, staff and headquarters. Woods and TaylorMade have recruited fashion and cultural leaders to lead the brand. Brad Blankinship, who previously led lines such as Quiksilver and RVCA, has been named president of Sun Day Red.
The announcement came three days before Woods is set to make his 2024 debut at the Genesis Invitational at Riviera, a PGA Tour marquee event where he is the tournament host.
Woods last wore the Nike swoosh on his jersey during the PNC Championship in which he played with his son, Charlie, who wore clothes from another clothing company.
All signs pointed to an expanded deal with TaylorMade, which filed four trademark applications with the U.S. Patent and Trademark Office for “Sunday Red” or “SDR.”
Woods recently teased this announcement on social media. He posted a close-up of his face last Monday with the phrase: “The vision remains the same.” On Friday, he published a dark photo of him wearing a red shirt which said: “A new day is dawning”.
The key to his legendary red jersey on Sunday is advancing to the final round, and his chances are more limited than ever due to his multiple injuries.
Woods played all four rounds at Riviera last year. He made the cut at the 2023 Masters, only to bow out before completing the rain-delayed third round on Sunday morning. He underwent surgery to fuse his ankle after the Masters and only returned in December for his Hero World Challenge in the Bahamas against a field of 20 players.
As the flagship event, the Genesis Invitational features a $20 million purse, with $4 million going to the winner. Because it is a player-driven tournament, the Genesis Invitational will feature a 36-hole course leading to the top 50 and ties as well as any player within 10 shots of the lead.
Woods was optimistic in the Bahamas last year, having set a goal of playing once a month during the major season. This new season begins in Riviera.
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