Before ending his 27-year partnership with Nike, Tiger Woods already had a vision for his own apparel company through an extended partnership with TaylorMade.
In honor of his signature Sunday tournament look, Woods dubbed his brand Sun Day Red.
Woods unveiled the new line last Monday, in Los Angeles, where he was hosting and preparing to play in the Genesis Invitational at Riviera Country Club.
In an introduction with TaylorMade CEO David Abeles, Woods referred to his relationship with TaylorMade as “symbiotic,” which is an elegant way of saying this pairing works well for both endorser and endorsee. The gear will be available on SunDayRed.com beginning May 1 but not on TaylorMade’s site or by way of any other retailers (as of now).
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
Start your journey with us: https://t.co/MOv7rk5dYT pic.twitter.com/3aQWBHhIci
Woods said the timing of the launch “couldn’t be more perfect,” but is there ever a bad time for Tiger Woods to roll out a new brand?
Abeles said Sun Day Red will launch with both men’s and women’s offerings with hopes of expanding into youth apparel soon.
There’s more to come
The Sun Day Red launch party along with the outfits Woods debuted at the Genesis seem to be just a taste of what is to come. And so far, we approve! From his understated sweaters and hoodies to a polo design that was a nod to the shirt Woods wore in his 1992 pro debut, Woods looked sharp from head to toe.
And how ’bout those shoes?!
In addition to the more street-casual footwear shown above, Sun Day Red also appear to have a couple of other styles coming.
At the Genesis, Woods gave us an in-action peek at both the light and dark colorways for this classic-style spiked shoe. Both shoes feature an eye-catching red-bottomed sole.
Whether the red soles become another signature element of the brand has not yet been confirmed; only time will tell.
Woods didn’t offer much detail about the kicks, though after his practice round on Tuesday, he did say he needed to make one adjustment.
“Being at home in Florida and testing in Florida was very different than coming out here and playing off a slope and playing off of wet grass and having the traction I needed,” Woods said of his footwear. “So I put some nails [spikes] in, and it’s been working.”
How it’s going so far
Woods said his brand will have an athlete-first mindset, but don’t expect any compromise for style. Sun Day Red is a premium lifestyle brand that will aim to deliver performance and comfort on and off the course.
The launch appears to have been well-received, even if the separation of “sun” and “day” did raise some eyebrows. According to the Sun Day Red website, “there is a special power in 3’s. Calling it Sun Day Red was a fun way for us to create something completely different and unexpected.”
Our team attended the Sun Day Red launch (see video below) to give you an early look at what Woods will be releasing in his first collection, and they even got to take home a few pieces. Check out Claire Rogers and Sean Zak (along with Darren Riehl behind the camera) as they explore Woods’ new Sun Day Red gear.