When Tiger Woods parted ways with Nike last year, it was the end of an era. Each and every one of Tiger’s 82 PGA Tour wins and 15 major championships came with the ‘swoosh’ logo emblazoned on his breast, and the only notable appearance outside of Nike or Presidents and Ryder Cup clobber was in his now infamous apology press conference back in early 2010 when he wore clothing more fitting to the somber occasion.
The name ‘Sun Day Red’ was uninspiring from the off, but because the trademark ‘Sunday Red’ had already been taken, ‘Sun Day Red’ it was.
The biggest problem facing Sun Day Red, of course, is that Tiger is the only brand ambassador and the 2024 Masters is the only time since its launch that Woods actually wore his traditional Sunday colour for which the brand was named. So it’s fair to say it hasn’t gotten much airtime and, in the marketing world, it’s all about airtime.
That hasn’t stopped Sun Day Red from releasing a range of new clothing, however, and it’s unlikely to set too many pulses racing, unless, of course, you take a heart attack when you see the price.
$300 for a cashmere vest, $350 for a cashmere sweater, and $375 for a cashmere hoodie? Tiger himself would need to come in it to justify those charges, but alas, he does not. Instead, you get what you pay for and, in this writer’s opinion, you get an overpriced product aimed at the sort of wealthy golfer whose interest levels rise along with the price tag.
The sort who opens a brand new sleeve of Pro V1s every three holes, the sort who’ll order the most expensive bottle of wine in a restaurant or the most expensive whiskey in a bar, purely because they can.
If that’s you, well and good. But it’s not me, and it’s not 99 percent of the golfers I know.
But that’s the price point they’ve entered the market at and there’s no backing down now. To do so and attempt to target the masses, they’ll be admitting to failure. And that’s not Tiger’s way.
Besides, maybe the one percent really is enough.
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