Tiger Woods, TaylorMade Sign Apparel Sponsorship
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Tiger Woods announced the next “chapter” for his apparel partnership would be with TaylorMade after 27 years with Nike. Woods revealed his new brand Monday at a press event at Riviera Country Club in Los Angeles, where he is scheduled to play the Genesis International to mark his first official PGA Tour event since the 2023 Masters.
“Sun Day Red” will be a separate brand and business for TaylorMade, according to TaylorMade CEO David Abeles, who adds that it is not a traditional sponsorship. “This is a full-blown unequivocal partnership,” Abeles said at the launch event. “We make every decision together. We make every product decision together.”
“We are going to sunrise a brand tonight that will live with us, our lives, our families, everybody for generations to come,” Abeles said.
Sun Day Red will launch its first line of apparel for men on May 1 and will be made available online in the United States and Canada. It will expand its availability at retail and in certain markets outside of North America, and its product offerings will eventually include footwear, women and kids’ lines.
The 15-time major winner wore the Swoosh for the final time at the PNC Championship in December, which is an unofficial tour event, and Woods played with his son Charlie. On Jan. 8, Woods confirmed his split from Nike after 27 years together in a statement on social media that promised another chapter.
TaylorMade has been one of the betting favorites for an apparel deal with Woods. After Nike got out of the golf equipment business, Woods partnered with TaylorMade for clubs and Bridgestone for balls. TaylorMade Lifestyle Ventures has filed multiple trademark applications with the U.S. Patent and Trademark Office for “Sunday Red” and a tiger logo with the letters “S, D, R.”
Injuries and surgeries have slowed Woods, and he has played only five official PGA Tour events over the last three years. Despite the inactivity, he remains popular with sponsors and finished 14th last year among the world’s highest-paid athletes with $77.2 million, including $190,000 in prize money, $65 million off the course, and $12 million as part of the tour’s Player Impact Program.
(This story has been updated in the headline.)
