After an illustrious 27-year partnership with Nike, Tiger Woods is reportedly already onto his next brand, nearing a clothing deal with TaylorMade, bringing the brand Sun Day Red to life.
The 15-time Major winner has long been associated with the iconic ‘Swoosh’ of Nike, but the two confirmed in early January that they were parting ways in a move that all but signals the end of the brand’s golf range.
When one door closes, another opens. It certainly hasn’t taken long for Woods to find his next clothing sponsor, with his collaboration with TaylorMade for apparel and footwear now set in stone.
Earlier this year, it was revealed that an application was submitted by TaylorMade to the United States Patent and Trademark Office (USPTO) for copyrights to ‘Sun Day Red’. At the time, this triggered speculation that they were partnering with Tiger Woods, renowned for for wearing red shirts in the final round of events — which are always on Sundays.
Now, that’s been confirmed, with a TaylorMade and Tiger Woods collaboration under the banner ‘Sun Day Red’, in line with the trademark submission, launched at an event in Los Angeles ahead of the 2024 Genesis Open.
It’s a huge move for Tiger, arguably the greatest to ever do it, and the golfing market. Are TaylorMade about to consolidate itself as the global leader of golfing apparel?
What do we know about Sun Day Red?
While at his professional nadir, the name Tiger Woods was synonymous with the famous swoop of Nike, Sun Day Red is hardly his first partnership with TaylorMade. In 2016, after Nike shut down its golf brand, Woods used the brand’s clubs.
Now, the collaboration between the brand and arguably the finest golfer of all time extends beyond drivers and putters into apparel. According to Sun Day Red’s launch statement, the label will be ‘a brand that promises to bring a new and elevated standard to performance wear and luxury lifestyle fashion.’
Woods will be tapping into his vast expertise in golfing apparel with Sun Day Red. Few golfers in history better understand the look and feel of clothing and footwear necessary for success. While tailored toward maximising on-course output, the brand will also reportedly feature apparel capable of being worn in everyday life.
Explaining his influence over the design of Sun Day Red’s apparel, Woods shared; “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.”
“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,” he added.
Providing further detail of Woods’ influence on the apparel, Sun Day Red noted that every single item incorporated Tiger’s specific requests, which include but aren’t exclusive to, enhanced shoulder seaming to promote full motion through to two-way zippers and pocket seaming which eliminates bulking.
Woods added the brand ‘will be anchored to putting the athlete first in the product decisions we make.’
When can punters cop the apparel?
May 1, 2023
Sun Day Red will be available from the beginning of May, according to the brand’s website. This is just two weeks before the PGA Championship tees off in Kentucky.
Why are they calling it Sun Day Red?
For the uninitiated, one of Tiger Woods’ most famous traditions is rocking up for the final day of golfing events, typically on Sundays, donning a red shirt. In fact, according to ESPN, Woods has appeared in red on Sundays in all but three rounds of his extensive professional career.
As the story goes, Woods’ affinity for red dates back to when his mother, Kutilda, informed him that red symbolised strength with Woods turning to wear the colour whenever he needed strength on the final 18 holes of an event.
“I wear red on Sundays because my mom thinks that is my power colour. You know, you should always listen to your mom,” Woods said.
It could also just be superstition, but the ‘mother story’ is much more compelling.
As for why the brand is called Sun Day Red, as opposed to Sunday Red, it’s down to a simple belief in the special power in threes.
‘Calling it Sun Day Red was a fun way for us to create something completely different and unexpected,’ a press release announced.
‘Born from a love for being outside in the sun, the joy of playing golf during the day, and a special red being the brand’s power colour – as soon as Sun Day Red was placed on a garment for the first time, it just looked perfect,’ it added.
What apparel are we going to see from Sunday Red?
While Sun Day Red will offer traditional golf products, including eyewear, bags, footwear and clothing, it will also extend beyond the on-course apparel needs and err into luxury logo tees, fleece and hats, which can be incorporated into customers’ everyday lives.
Why did Tiger Woods and Nike part ways?
After a partnership that spanned nearly three decades, Tiger Woods and Nike came to an amicable split in early January.
Parting ways seemed to work for both parties as Wood’s agent stated that it was time for the next chapter in his client’s career, while Nike has slowly been drawing back from the golf market.
Nike’s visible step back from golf sponsorships has made some question whether we are seeing them deliberately remove themselves from golf. The company recently allowed the contracts of star athletes Rory McIlroy and Brooks Koepka to expire, which seems to indicate a strategic pivot — some are saying back to their roots of athletics.
Tiger Woods and Nike have officially parted ways after 28 years pic.twitter.com/PlE088UsC6
— Daily Loud (@DailyLoud) January 8, 2024
Though it maintains popularity through brand recognition and accessibility, Nike’s departure from major sponsorships in golf seems imminent.
Both Woods and Nike took to social media to thank each other for the journey with Tiger saying; “Over 27 years ago I was fortunate to start a partnership with one of the most iconic brands in the world. The days since have been filled with so many amazing moments and memories, if I started naming them, I could go on forever.”
Nike responded by saying; “Tiger, you challenged your competition, stereotypes, conventions, the old school way of thinking. You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful.”
It’s fair to say it was one hell of a round between Nike and Woods, but now they move to the next chapter.
