LOS ANGELES (AP) – Tiger Woods and Sun Day Red is no longer just a shirt. It’s a brand.
Woods is starting a new year with a new look, announcing on Monday evening an extended partnership with TaylorMade Golf to launch a lifestyle brand that will be called Sun Day Red.
The change followed Woods and Nike ending a 27-year relationship, which dated to when Woods turned pro in August 1996 with his “Hello, World” campaign.
Nike ended its equipment business (golf clubs and golf balls) in 2016. Woods previously had a deal with TaylorMade for clubs and with Bridgestone for the golf ball. Now he’s all in with TaylorMade on an apparel and footwear line.
“It’s the right time in my life,” the 48-year-old Woods said when he came on stage at a high-end restaurant off Sunset Boulevard for what was more an event than a press conference. “It’s transitional. I’m no longer a kid anymore.”
He wore a cashmere hoodie and black shoes, minus the swoosh. The company said the creation of Sun Day Red incorporates Woods’ 15 major championships into the logo of a tiger stretched across the three words. Woods said he would update the logo if he were to win another a major.
The logo came from the “Rule of Three” – using three words for greater impact. Woods is fond of saying his goals in golf were to “Work hard, think hard, play hard.”
“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.”
Woods has worn some variation of red on Sunday his entire career because his Thai-born mother, Kultida, told him it was his power colour.
