Tiger Woods, the world-famous golfing icon from the US, has launched a new apparel range through a tie-up with golf equipment provider TaylorMade after ending his lengthy and lucrative deal with sportswear giant Nike.

His next tournament – the Genesis Invitational in California, beginning tomorrow (February 15) – will see Woods wear his own ‘Sun Day Red’ brand. The tiger emblem consists of 15 stripes, to represent the number of golf majors the 48-year-old Woods has won.

At the launch of Sun Day Red, in Los Angeles, Woods said: “It’s the right time in my life. It’s transitional. I’m not a kid anymore. I want to have a brand I’m proud of going forward.

“Every single tournament I’ve played as a professional I’ve worn red. It’s just become synonymous with me.”

Sun Day Red will launch on May 1, operating as a standalone business unit but under the TaylorMade umbrella. Woods and TaylorMade first partnered in 2017, as NIKE began to step back from golf, and he began using the brand’s clubs.

The brand now has a specific president, Brad Blankinship, and will be based in San Clemente, California.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

David Abeles, chief executive at TaylorMade, commented: “This brand stands alone. It is independent from TaylorMade and it is run by an independent group of leaders that are part of my team – I couldn’t be more thrilled – so that we can focus on what matters on this brand most.”

Woods confirmed the end of his 27-year major commercial deal with Nike in January.

He first signed a $40 million, five-year contract with Nike when he turned professional in 1996 at 20 years old. At the time, it was hailed as one of the most lucrative partnerships in sports history.

Since then, Wood struck multiple renewals of the deal over his career, including a 10-year contract worth around $200 million. Overall, he made a reported $500 million through the partnership, while Nike gained significant exposure during the relationship.

The move came, however, as the sportswear giant unveiled it is looking to cut $2 billion in costs in the coming years, while Woods’ career is also coming to an end after years of injury stemming from a serious car crash in 2021, which has limited how much he plays. In December, Woods announced he would only play one event per month in 2024 after undergoing ankle surgery.

Outside of playing, Woods has partnered with fellow golf star Rory McIlroy and sports industry executive Mike McCarley to launch TMRW Sports, a new company aimed at “harnessing technology and building progressive approaches to sports, media, and entertainment.”

It has led to the launch of TGL, a new “tech-infused” stadium-based golf league created in partnership with the PGA Tour that was due to start today (January 9, 2024) but was postponed until 2025 after its venue in Florida was damaged.