After a month of speculation, Tiger Woods and Taylormade Golf introduced the golf legend’s new brand and line of clothing, accessories and footwear on Monday at The Riviera Country Club, ahead of this week’s Genesis Invitational golf tournament in Los Angeles.

As previously reported by SGB Media in early January, Woods and Nike parted ways after 27 years, ending their apparel partnership. Tiger was at the end of a ten-year, $200 million contract he signed with Nike in 2013. Woods has been using TaylorMade golf equipment since 2017. He has been wearing FootJoy golf shoes since the 2022 Master’s tournament.

Speculation swirled in mid-January that the golf company and Tiger could soon see a partnership deal for a line of Tiger Woods products, supported at the time by the recent actions by the company to secure trademarks for the brand name “Sunday Red,” a nod to Tiger’s ubiquitous polo color worn on his Sunday golf rounds, and a new logo that reflected a digital image of a tiger.

TaylorMade Lifestyle Ventures, LLC submitted three trademark applications on January 18, 2024, each including a potential new logo for Sunday Red and Sun Day Red. The speculation ended on Monday, February 12.

Woods started the buzz again over the weekend and on Monday on X, formerly Twitter, he hinted in two separate posts that something was coming on 2.12.24.

Sun Day Red will launch on May 1. The website describes the brand as “a brand that promises to bring a new and elevated standard to performance wear and luxury lifestyle fashion” with clothes that feature “never-before-seen patterns, fabrication and technical detailing intended to elevate all levels of play.”

At the launch event, TaylorMade Golf CEO David Abeles said that even though Sun Day Red was a division of TaylorMade, the Sun Day Red brand would be its own business unit with its own headquarters, designers and staffing, headquartered in San Clemente, CA, north of Taylormade’s offices in Carlsbad.

Brad Blankenship, the former global general manager for Quiksilver and RVCA before the Boardriders sale of its brands to Authentic Brands Group, was named president of Taylormade’s Sun Day Red division. Blankenship also has experience with his own co-founded start-ups, one that was acquired by Igloo and another by BRG Sports, and he has served as president of Paul Frank.

TaylorMade CEO David Abeles emphasized the brand’s independence at the Monday event.

“This brand stands alone,” Abeles said. “It is independent of 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 to this brand most … This brand will have its own identity when we launch it tonight. It will have its own identity 20 years from now.”

Images courtesy Taylormade Golf / Sun Day Red and X


For more SGB Media coverage of the Sun Day Red launch see below.

Tiger Woods and TaylorMade May be Ramping Up for Sunday Red Debut

Tiger and Nike Confirm the End of an Era

TaylorMade And Tiger Backing New Golf Entertainment Company