Everything you need to know about Tiger Woods Sun Day Red active lifestyle brand

Tiger Woods unveils his new Sun Day Red clothing and footwear line.

The cat is out the bag! Here’s everything you need to know about Tiger’s new apparel brand in partnership with TaylorMade.

A new era begins for the 15-time Major winner after splitting amicably after 27 years from one the greatest athlete-brand relationships sport has ever seen, while launching his own brand known as Sun Day Red.

The swoosh has gone, but the red is far from dead.

Tiger in ‘Sun Day Red’ is more than a superstition. It can’t be killed off with the changing of a contract. It’s a vision that transcends golf, sport even.

As the website puts it: “It’s a symbol of Tiger’s relentless pursuit of excellence and a testament to his mental fortitude under the greatest of pressures.”

Tiger and TaylorMade unveiled the new ‘premium active lifestyle brand’ at Caruso’s Palisades Village ahead of his return to playing action on the PGA Tour, at the rather aptly named Genesis Invitational.

Although May 1 officially marks the opening chapter of Tiger’s post-Nike career, Sun Day Red’s journey has already teed off. Here’s everything we know so far…

What is Sun Day Red?

Sun Day Red is a new apparel brand in partnership with TaylorMade. The company is billed as a ‘premium active lifestyle brand’ with clothing and footwear lines which are of course led by a new version of his iconic red polo shirt.

Each garment incorporates specific requests from Woods, including enhanced shoulder seaming that promotes full motion and unrestricted swings, two-way zippers, and pocket seaming that eliminates bulking, plus collars and cuffs precisely designed and measured for optimum performance.

Alongside clothing and footwear, TaylorMade included a host of other product categories in their trademark filing, including golf gloves, eyewear, and luggage.

Why is it called Sun Day Red?

The brand name originates from Woods’ tradition of wearing a red polo shirt on the final day of a tournament, but to address the ‘tiger’ in the room…why three words?

According to TaylorMade CEO David Abeles, the phase ‘Sunday Red’ was strategically broken into three words due to the ‘Rule of Threes’ which is a powerful principle in marketing communication that suggests information presented in groups of three is more memorable, engaging, and persuasive.

Why does Tiger Woods wear red on a Sunday?

Tiger explained this one at Sun Day Red’s unveiling event in Los Angeles:

“Mom thought being a Capricorn that my power color was red, so I wore red as a junior golfer and I won some tournaments. Lo and behold, I go to a university that is red, Stanford is red. We wore red on the final day of every single tournament, and then every single tournament I’ve played as a professional I’ve worn red. It’s just become synonymous with me.”

What’s the Sun Day Red logo?

As contentious as the name is the new Sun Day Red logo, depicting an abstract drawing of a Tiger with 15 stripes said to represent each of his Major victories. SDR initials are positioned in a triangle surrounding the tiger emblem on certain items, with the cat carcass seemingly enough to get the job done on others.

“What are we gonna do when we get to 16?” said Woods on learning of the logo’s significance. Luckily the simplicity of the striped-based design shouldn’t cause too many headaches if Tiger goes on to lift another Major.

What about the classic TW logo?

The iconic ‘TW’ logo emblazoned across Tiger’s gear over the decades now looks to be extinct, in what is a clear statement that Sun Day Red represents a new beginning.

When does Sun Day Red launch?

May 1 is the official launch date for Sun Day Red’s first line of apparel for men which will be made available online in the US and Canada initially before expanding into other global markets, introducing new footwear, women’s and kids’ lines.

How much will Sun Day Red cost?

The New York Times reported that Sun Day Red polos will retail from $115 to $175, with cashmere sweaters ranging from $250 to $350.

What is Tiger saying?

“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, reads a statement from Woods on the SDR website.

“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 who 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.”

“I think it’s the right time. It’s the right time in my life. It’s transitional. I’m no longer a kid anymore. Life changes, I have kids and this is an important transitional part of my life and I want to have a brand that I’m proud of going forward,” added Woods.

How is TaylorMade involved?

Our first indication that a Tiger-TM clothing partnership was on the horizon came about in January after trademark applications were submitted to the US Patent and Trademark Office by TaylorMade Lifestyle Ventures LLC. Sun Day Red will be based in San Clemente, California, as opposed to TM’s home in nearby Carlsbad, and will be a stand-alone business unit according to Abeles, recently voted one of golf’s most influential people.

“Sun Day Red 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, said Abeles.

“This brand will have its own identity. It will have its own identity when we launch it tonight. It will have its own identity 20 years from now.”

When did Tiger join TaylorMade?

Tiger joined forces with TaylorMade in 2017, collaborating with their R&D team to engineer the acclaimed P-7TW irons before claiming the last of his 15 Major triumphs at Augusta in 2019. He was also instrumental in developing the Milled Grind wedge line with his custom ‘TW’ grinds, played across tours worldwide.

For a full run-down of Tiger’s equipment history, along with his current bag setup, check out our dedicated what’s in the bag page.

Will Charlie Woods play in Sun Day Red too?

This is highly unlikely as we believe Tiger’s son – Charlie, 14, to have signed his first apparel deal with clothing company Greyson Clothier in December. Greyson sponsors several PGA Tour players including Justin Thomas, Matt Fitzpatrick, and Luke Donald.

Will Tiger still wear FootJoy shoes?

It appears not. During Tuesday’s practice round at Riviera, Tiger took to the course sporting a brand-new pair of Sun Day Red golf shoes.

Initially, we speculated that Tiger would remain in FootJoy shoes, after switching into the brand in 2022 to help spearhead his return to play following ankle surgery.

What has been the reaction on social media?

It’s fair to say that initial reactions to Sun Day Red, have been somewhat underwhelming and in some quarters, pretty scathing. Of course, no one likes change, particularly when it warps a recollection that for so many and for so long has represented one of the most successful partnerships in sport.

Everyone wants to see Tiger’s legacy live on through his next apparel venture – probably even Nike! It’s why the almost universal chorus of disappointment around the name and logo in particular is slightly concerning. Perhaps we should all reserve our judgment for a few more months, however, as maybe the quality will speak for itself when the opening collection goes on sale in May.

Today’s Golfer initial verdicts on Sun Day Red

Rob Jerram, Today’s Golfer Digital Editor

It’s not often that Tiger misses the mark in golf but, man, this sucks. It looks like a brand that’s been designed in a matter of hours by a losing team on The Apprentice. The logo shouts Slazenger knock off and splitting the word ‘Sunday’ really grates, as does having the S, D, and R above and below the skeletal-style logo.

It’s a “completely separate vertical of TaylorMade’s holding company,” says TM CEO David Abeles, and I’d imagine that’s a relief for the guys behind their clubs. TaylorMade is modern, sleek, and driven by cutting-edge design. Sun Day Red is none of those things. It just goes to show the power Tiger has. He could have called it “F*ck Liv” with a middle finger logo and it’d have got the go-ahead. It’ll sell, because it’s going to be worn by one of the most famous sports stars on the planet, but I’m already yearning for the famous TW logo and Nike swoosh. Sorry Tiger, you’re fired.

Rob McGarr, Today’s Golfer Contributing Editor

Given Tiger’s pretty ropey fashion history (Google ‘Tiger Woods jeans’ if you need to), maybe it’s no surprise that his own clothing line doesn’t set the world alight. 

The tiger emblem looks like something from one of those kids’ paleontology magazines, the designs are bang average, and why on earth is Sunday two words? Having ‘S’ ‘D’ ‘R’ plonked loosely around the logo in what looks like the first font they landed on cheapens the whole thing, which is actually quite impressive given it looked like it belonged in the bargain bin already. 

Oh, and the tiger has 15 stripes to represent his 15 major victories, right? So what happens when he wins the Masters in April? 

Will Shreeve-Peacock, Today’s Golfer Commercial Content Writer

Nobody likes change especially when everyone’s favorite golfer switches to a new brand that people haven’t seen before. Yes, the logo is a little basic but it stands out to me as a brand made for Tiger and I’m sure the brand and the logo will grow on people and quickly become well-renowned through the game of golf very soon.

The design of the apparel is simple, sleek, and subtle. It certainly encompasses everything Tiger Woods, especially the hero product of the iconic Sunday red polo shirt which we’ve all got to know and love so much over the years.

At first glance, the apparel looks perfect for wear on and off the golf course and seems to be made from high-quality materials, as you’d expect from a brand worn by the goat!

I have a lot of time for the hoodie as I think many golfers will, however, some of the polo designs and the shoes for the most part seem a little underwhelming and in my eyes leave a lot to be desired. However, I will hold back full judgment until I’ve seen it in person as from experience I know apparel can look very different in real life from what it does in a photo.

James Hogg, Today’s Golfer Equipment Writer

I understand the reasoning behind the name and logo but ultimately, I am underwhelmed by both. The tiger having 15 stripes to symbolize the 15 Major Championships won by Tiger is a cool idea but I’m unsure whether it materialized well – over time my opinion could change. With regard to the name Sun Day Red, I am struggling to get on board with it, even when thinking about it as a rule of three. 

It’s hard to have a definitive opinion on the apparel at this early stage, but I wouldn’t say I’ve seen anything massively exciting. The rhetoric surrounding the apparel sounds attractive so it will be interesting to see how well-received the apparel is once it launches on May 1. With Tiger Woods being the brand’s figurehead, it’s highly unlikely Sun Day Red will flop, but will it be a resounding success? Only time will tell. 

Ross Tugwood, Today’s Golfer Equipment Writer

Perhaps it’s just familiarity with the brand now a few days post-launch, but the logo is growing on me somewhat. The meaning behind the stripes is a nice touch, it just hasn’t been particularly well executed – I get a different number every time I try to count them! I think it has the potential to be tidied up a little as the brand evolves and I thought it popped quite well against the black polo. They need to drop the randomly placed SDR lettering though – this really cheapens it.

My main gripe, like many, is the name. I understand the concept of the ‘Power of Threes’, but I can’t recall too many iconic sportswear brands that follow this principle. It just doesn’t roll off the tongue splitting Sun-Day in my opinion, and I think just about anything else would have worked better – ‘Tiger’, ‘Red’, ‘Legacy’ – you name it and I think it would stick better. It’s hard to comment on quality without having tested the product, but my first impression was that it doesn’t give off the premium vibes and looks a little rushed.

Tiger Woods wears Sun Day Red at The Masters

Seeing Tiger Woods in something other than Nike on a Sunday at Augusta is a strange feeling after so many years, but unsurprisingly he’s maintained his red and black color palette for the final round of Majors.

He wore Sun Day Red all week during the 2024 Masters, where he broke the record for the most consecutive cuts made at the Masters.

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About the author

Ross Tugwood

Golf Equipment Writer

Ross Tugwood is a golf equipment writer for todays-golfer.com, specializing in data, analytics, science, and innovation. He’s also an expert in golf apparel and has a keen interest in sustainability.

Ross is passionate about optimizing sports performance and has a decade of experience working with professional athletes and coaches for British Athletics, the UK Sports Institute, and Team GB.

He has post-graduate degrees in Performance Analysis and Sports Journalism, enabling him to critically analyze and review the latest golf equipment and technology to help you make better-informed buying decisions.