Sun Day Red, the apparel and lifestyle brand that launched in February by Tiger Woods and TaylorMade, is in a trademark dispute with Tigeraire, a company that makes cooling products for athletes, over its logo.
As reported by CNBC, Tigeraire claims the Sun Day Red logo, which depicts a 15-striped tiger, closely resembles its leaping tiger trademarked logo, and that could create confusion for consumers and violate Tigeraire’s brand identity.
A court filing from Tigeraire states, “The actions of SDR, TaylorMade and Tiger Woods blatantly ignore Tigeraire’s long-standing protected mark, brand and identity, violate federal and state intellectual property law, and disregard the consumer confusion their actions create. SDR’s application should be denied.”
Tigeraire registered its logo with the U.S. Patent and Trademark Office in 2020. Among the products the Baton Rouge, Louisiana-based company sells are wearable air coolers, fans and air conditioning systems for football helmets, including those used by Louisiana State University.
By filing the notice of opposition to block Sun Day Red’s trademark application, Tigeraire could delay the official trademark approval for Sun Day Red. However, according to the CNBC report, production of Sun Day Red’s apparel and accessories is expected to continue.
David Abeles, the CEO of TaylorMade, told CNBC, “We have full confidence in the securitization of our trademarks.”