PGA Tour News

Tiger Woods Announces Sun Day Red

Written by: Tony Schwartz

Last Updated: February 15, 2024

When we first covered that Tiger Woods and Nike would end their relationship, the anticipation was at an all-time high for what was next for golf's legendary and larger-than-life personality. There was a real sense that an era was coming to and end when Tiger and Nike announced the end of their relationship. I reflected on all of the iconic moments that connected Tiger to the Nike brand, or it's probably more appropriate to say that the other way around given that Tiger's potential was real far before his relationship with Nike. Although it was a perfect fit for so many years in the same way we might imagine MJ and Nike's partnership, the time had come for Tiger to step forward into a new era of his professional life. With nothing left to prove to the game or its many commentators, Tiger is still helping to keep all of us engaged in golf and the game all of the sudden has a fresh new brand with the announcement of Sun Day Red.

One of the first things you may notice about Tiger Woods' new brand is how it is spelled - Sun Day Red. Three separate and distinct words which beg the question, "What does it mean?"

Sun references the ideal weather for golf. Day is a nod to the fact that you can play golf on any day of the week. Red is both a color that connects Tiger Woods to Sundays while also being a color that his mother, Kultida Woods, says is a symbol of strength in Thailand. Combining all of these meanings and their symbolism into this new brand from TaylorMade and Tiger Woods is extremely well done. Of course Tiger would make sure that his next chapter would be meaningful, have purpose, and exemplify intentionality, and in our opinion, the broader team has accomplished that ten-fold.

This hat by Sun Day Red seems so perfectly designed as well as captured in the photo atop the man himself.

As your eye travels across the branding and logo, there is a fantastic element to the tiger logo worth mentioning. Each stripe of the tiger, all 15 of them, signify Tiger Woods' major championships. This is a perfect homage to Tiger's legacy and we can't wait to see what happens when Tiger Woods wins his 16th major. Yes, we're predicting one more major for Tiger Woods in his career. How could we ever possibly bet against him?

Sun Day Red is expected to operate underneath the TaylorMade family of brands, but the business has its own dedicated resources and separate facilities in San Clemente. Brad Blankenship is the President of Sun Day Red brand. He famously led RVCA and Quiksilver. Certainly those brands are distinct in their target audience from Sun Day Red, but if we've learned anything about the nature of fashion in golf in the last couple of years, it's that golf apparel brands are f*cking cool! One of our favorites is Malbon, and we'll forever love the ways Nike integrates its golf apparel with other verticals like Air Max, Jordan brand, and others. That to say, this feels like a perfect time for Tiger Woods to set up his own brand in the same way that Jack Nicklaus had done.

Shared in its animalistic essence with Jack's golden bear, Sun Day Red boasts a new era of excellence fueled by Tiger's mentality throughout his entire career - to be the best, to win. If you're interested in staying up to date on all of the latest news and drops from Sun Day Red, we suggest signing up for their newsletter.