Tiger Woods and TaylorMade have officially announced the launch of their new performance and lifestyle brand inspired by the 15-time major champion’s career.
Called Sun Day Red, the partnership will see the launch of a new range of apparel and footwear that will be available for consumers to buy from May onwards, although initially online only.
Woods says the name of the brand name is a tribute to the fact that he’s always worn red on Sundays. The tiger logo is a tribute to the 15 majors he has worn over the course of his career.
“It’s the right time in my life,” Woods said at the launch event, appearing in a cashmere sweater from the new brand. “It’s transitional. I’m no longer a kid anymore. Life changes, I have kids now, and this is an important part of transitioning into this part of my life, to have a product and a brand that I’m proud of.”
Woods’ relationship with TaylorMade dates back to 2017, when the two signed an equipment deal that has him playing with the brand’s driver, fairway woods, irons and wedges.
Woods said he was courted by other companies to launch a new apparel brand following his recent split from Nike, but he trusted TaylorMade for their ability to “get it right.“
“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,” Woods said. “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.
“Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make. TaylorMade Golf has been a great partner on the equipment side. They have the best people who I deeply trust, and they can bring this to life like no one else.”
The new brand includes an entirely new company with separate headquarters and employees who are solely focused on its development. Woods and TaylorMade have added top leaders from fashion and culture to run the brand, including Brad Blankinship, who has been appointed president of Sun Day Red and will oversee day-to-day management. Blankinship has decades of experience at leading brands including Quiksilver and RVCA.
“Tiger’s approach to his craft and unyielding pursuit for perfection makes him the ideal partner. Tiger has an innate ability to see the details in the details. We have obsessed together over every stitch, every fit, to ensure we get it right by the athlete,” said Blankinship. “Together, we will change the landscape of lifestyle brands with Sun Day Red and are excited for fans and consumers to experience our products first-hand.”
TaylorMade CEO David Abeles said: “We are honored that Tiger has trusted us with expanding our partnership to create an iconic brand led by the greatest athlete in the history of our sport. TaylorMade is proud to launch the Sun Day Red brand with Tiger’s expertise guiding the collaboration with our talented team of designers, marketers and industry leaders. This is a historic day for TaylorMade, Tiger and the game of golf and we are humbled to be a part of it.”
