After seeing his Nike sponsorship deal come to an end, Tiger Woods will be sporting a new look for the 2024 season after it was confirmed that the 15-time major champion has teamed up with TaylorMade to launch a new clothing and footwear brand named Sun Day Red.
Woods is at Los Angeles’ Riviera Country Club ahead of the Genesis Invitational, the venue where he made his PGA Tour debut as a 16-year-old back in 1992, where he is tournament host and also makes his first PGA Tour start of the year in the 70-man Signature Event.
“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 in a news release. “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.”
After Nike left the equipment side of golf back in 2017, Woods signed an equipment endorsement deal with TaylorMade, and the ‘Sun Day Red’ brand is an extension of that deal, referencing the red shirt that has become synonymous with Tiger on tournament Sundays, and the emblem, shaped like a tiger, bears 15 stripes – one for each of Wood’s 15 major championships.
It started with a passion. The passion of competing. Of competing against ourselves. The field. The course. Life. Out of that passion, @SunDayRed rises.
— Tiger Woods (@TigerWoods) February 13, 2024
The tradition of wearing red stemmed from Woods’ mother Kultida, who saw the colour as a symbol of strength, and each of Tiger’s 110 professional wins have come in the red shirt, black trousers combination.
Sun Day Red will be available to buy in North America on May 1, according to its official website, though details of European availability are yet to be announced. The brand promises “innovative performance wear and luxury lifestyle fashion”, while also intending expansion to include women’s and children’s styles as well as footwear in the coming future.
TaylorMade chief executive David Abeles said: “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.”