Tiger Woods’ brand, Sun Day Red, releases first drop for the public

Tiger Woods’ Sun Day Red brand releases its first items to the public.

On the Tuesday evening before the the start of the 2024 Genesis Invitational, fashionistas, trendsetters and select members of the golf media gathered in a private meeting space in Pacific Palisades, California, a few miles from Riviera Country Club for a closed-door event. Hosted by Erin Andrews, CEO David Abeles, announced the creation of Sun Day Red, a new lifestyle and golf brand in partnership with Tiger Woods.

That evening, select pieces like hoodies, polos, sweaters, golf accessories, pants, golf shoes and more we shown for the first time. Starting the next morning in his pro-am with Buffalo Bills quarterback Josh Allen, Woods has been wearing apparel, footwear, hats and golf gloves made by his company, Sun Day Red, and now many items are being made available to the public for the first time on the brand’s website, sundayred.com.

If you are looking for bargains, you can look somewhere else. Sun Day Red is positioning itself as a luxury brand that makes apparel that is at home on the course, but also in the gym, at a stylish brunch on Sunday morning or traveling. That means $75-$80 t-shirts, polos from $120 to $200.

The collection that dropped on May 1 is themed “The Hunt” and serves not only as Sun Day Red’s first offering to the public, but also a sneak peak into what we might see Tiger Woods wearing around Valhalla Golf Club in Louisville, Kentucky, next week at the PGA Championship.

Among the items are the Training Dry Hoodie, which is designed to be versatile, light and ideal for early-morning range sessions. Other items include the 3D Knit Lightweight Hoodie and the long sleeve Nebula t-shirt.

Tiger Woods goes on Jimmy Fallon, explains Sun Day Red, has fun with Masters tree memes

Wearing blue, Tiger talks about his Sun Day Red line.

Tiger Woods introduced his Sun Day Red brand in February. Now, his collab with TaylorMade is about to embark on the official launch of his Sun Day Red line.

Woods wore the new apparel at his tournament in Los Angeles, the Genesis Invitational, for the first time after a split with Nike after 27 years. He then sported the new look at Augusta National Golf Club in April, the first time he roamed the fairways there not wearing Nike in almost three decades.

Tuesday night, Woods made a late-night TV appearance on Jimmy Fallon, who asked him about the name Sun Day Red – yes, it’s three words – and how choice to wear red on Sundays came to be.

“Maybe because I’ve won a few tournaments on Sunday and wearing red,” he said, while actually wearing a blue shirt. He then went on to explain how his mom deserves the credit.

“The red story is actually a good one. It comes from my mom. My mom thought it was, being a capricorn, whatever, it was power color, some BS like that. I end up wearing red and winning some junior golf tournaments. So to spite her, I wore blue and I did not win those tournaments so, Mom was always right.”

But perhaps the better part of his visit to the late night talk show set was a bit where Fallon brought out the picture of Woods shaking Verne Lundquist’s hand on the 16th hole at the Masters. From the angle the camera got, it looks like Woods was merely shaking an arm sticking out from behind the tree.

As golf fans know, Memes ensued. Fallon made sure to bring it up to Tiger.

“It was all over the internet,” Fallon said. Tiger, playing along, said, “What happened?”

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Tiger Woods battles back spasms in average return to PGA Tour action at 2024 Genesis Invitational

Woods shot a 1-over 72 in the first round at Riviera Country Club.

PACIFIC PALISADES, Calif. – Three members of golf’s walking wounded returned to the PGA Tour on Thursday with varying degrees of success.

Genesis Invitational tournament host and 82-time Tour winner Tiger Woods headlined a trio of pros who had been sidelined of late. Woods, 48, made his first official start since withdrawing from the Masters in April after making the 36-hole cut and then undergoing surgery to fuse his right ankle two weeks later. Woods gave himself a sponsor invite into the signature event with a $20 million purse as well as to Will Zalatoris, who withdrew before the start of the last Masters and required back surgery at the tender age of 26. A third sponsor invite was doled out to Gary Woodland, the former U.S. Open champion, who had brain surgery in September and hasn’t made a cut in three starts since his return to action.

On a delightfully sunny day near the city of angels, Woods, 48, attracted a typically large following that was hungry to see what his game looked like. It was a tale of signs of brilliance and moments of rust, carding five birdies against six bogeys for a 1-over-par 72 in the opening round at Riviera Country Club.

“A lot of good and a lot of indifferent. It was one or the other. I don’t know how many pars I had, wasn’t many. I was either making birdies or bogeys and just never really got anything consistent going today,” Woods said. “It was one of those days, just never really got anything consistently going and hopefully tomorrow I can clean it up.”

GENESIS: Friday tee times, TV info

With their son, world No. 1 Scottie Scheffler, not teeing off until two hours later, Scott and Diane Scheffler were among the masses that watched Woods open with an easy two-putt birdie at the par-5 first but overcook his chip at the second and make a sloppy bogey from the middle of the fairway. Woods dropped another shot at the third, the first of four times he failed to get up and down from the sand. Even the 15-time major champion said he deals with nerves and he also struggled to adjust to the adrenaline rush of being back in the heat of competition.

“It is impossible to prepare for. I rely so much on experience and having done this a long time, but still having the adrenaline dump in the system, ball goes further, speed goes up, just the yardages are a little bit different than they are at home,” he explained. “It’s just different and that’s just a part of playing competitive golf.”

He struck a couple of pretty irons at Nos. 4 and 6, a pair of par 3s, to make birdies and get into red figures for the first time. He turned in 1-under 34 but after he made the turn the winds picked up and so did his score. He would sprinkle in four bogeys and just two birdies at the par 5s – Nos. 11 and 17—on the card. He was 6-over on the par 4s, which included a bogey at the last after his ugliest shot of the day, an 8-iron from 170 yards in the fairway that hit the hosel and flew off to the right.

A reporter tried to dance around the subject, saying, “I’m not going to say the word, but on 18 … ”

“Oh, definitely, I shanked it,” Woods said, interrupting. “Well, my back was spasming the last couple holes and it was locking up. I came down and it didn’t move and I presented hosel first and shanked it.”

Woods’s short game showed the most rust and it would be put to the test because he managed to hit just 10 greens in regulation. Woods was 2 for 8 in scrambling, which ranked T-67 in a field of 70. He also ranked 52nd in Strokes Gained: Putting, losing nearly a stroke to the field on the greens.

“I struggled with the speed of the greens,” he said. “I couldn’t believe how fast they were today even though I made a couple.”

For Woods, the biggest question remains how his body holds up and Mark McCumber, the 10-time PGA Tour winner and analyst for PGA Tour Radio, said that will be judged almost day-to-day.

“Can he last 18 holes without his body getting to where he can’t hold the angle because his body is getting tired or fatigued. That’s what we have to look for as the week goes on,” McCumber said. “If he has his health, I’m not worried about his golf game; that hasn’t gone anywhere.”

Woods showed no signs of discomfort until late in the round when he complained of back spasms and blamed the shank on his back locking up. That’s a discouraging sign after all the work he’s put in to mount yet another comeback this season.

“Foot’s good. Leg’s a little bit sore, things are a little bit sore, but that’s to be expected. That’s nothing that we weren’t prepared for and we’ve got some work to do tonight and tomorrow,” Woods said.

Woods will enter the second round with work to do to make the weekend. The Genesis Invitational is the first of three player-hosted invitationals along with the Arnold Palmer Invitational and Jack Nicklaus’ Memorial Tournament this season, which will have a 36-hole cut to the top 50 or any player within 10 strokes of the lead.

Woods played alongside Woodland, who birdied the first three holes and stood at 4 under through 11 holes before losing his way a bit coming home. He signed for 1-under 70.

“What he’s been through is scary,” Woods said of Woodland dealing with lesions on his brain. “I haven’t seen Wood at all. To be out there with him and just share the moment with him, it was a lot of fun.”

Zalatoris was the best of the sponsor invites on the comeback trail. He raced to six birdies in his first eight holes and posted a front-nine 29 en route to signing for 66. He trailed Patrick Cantlay, by two strokes after the former UCLA golfer and Southern California native made eight birdies and one bogey to post 7-under 64 and claim the clubhouse lead during the first round.

Woods will return to the course on Friday afternoon at 2:54 p.m. ET once again alongside Woodland and Justin Thomas.

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Tiger Woods golf equipment at 2024 Genesis Invitational at Riviera Country Club

From his clubs to his new threads, check out Tiger’s gear ahead of the Genesis Invitational.

PACIFIC PALISADES, Calif. — Tiger Woods is returning to action for the first time in 2024 and acting as the tournament host for the Genesis Invitational at Riviera Country Club this week.

On Monday, the 15-time major winner helped TaylorMade CEO David Abeles launch Woods’ new lifestyle brand, Sun Day Red. On Tuesday, Woods played a practice round, and on Wednesday, he competed in the tournament’s pro-am.

Sun Day Red is going to garner a lot of attention this week, but Tiger’s golf equipment is always a source of fascination, too. Golfweek’s David Dusek has been on-site at Riviera Country Club all week and had a chance to take a look over Tiger’s gear Wednesday morning. He paid especially close attention to Tiger’s putter and took several close-up images that you can see below.

MORE: Check out Tiger’s new Sun Day Red gear

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7 photos of Tiger Woods’ practice round at the Genesis Invitational (in all new Sun Day Red gear!)

Sun Day Red is about to be a golf course staple

Tiger Woods is back in action this week at the 2024 Genesis Invitational and he’s looking a bit different these days.

Not just because he’s still tinkering with his game while trying to rack up wins again, but because this marks the first event of Woods’ pro career where he isn’t wearing Nike products.

After a much-anticipated split with the swoosh, the 15-time major champion officially launched his new Sun Day Red apparel line this week as part of a deal with TaylorMade.

With Woods out on the course at Riviera Country Club for a practice round on Tuesday, we got a glimpse of the icon rocking his new gear and our best look yet at what the apparel looks like in action.

Check it out.

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After Sun Day Red announcement, fans were not feeling Tiger Woods’ new clothing brand

Reviews were mixed, to say the least.

Seeing Tiger Woods in something other than the Nike swoosh was always going to be weird.

Woods and TaylorMade partnered to launch a new premium active-lifestyle apparel and footwear brand. Woods debuted the new line, called Sun Day Red, on Monday evening in California ahead of his first start in the 2024 season at the Genesis Invitational.

After Monday’s announcement of Sun Day Red, golf fans had some opinions on social media. While there were some positive comments, a majority of the initial feedback related to the logo, apparel and more was not great.

It’s going to take time to get used to Sun Day Red and the new look, but here’s a look at some fan reactions to the announcement.

Sun Day Red: Check out Tiger Woods’ new lifestyle and golf brand launched alongside TaylorMade

Tiger Woods and TaylorMade launch Sun Day Red, a new golf and lifestyle brand.

PACIFIC PALISADES, Calif. — Tiger Woods was never going to be a free agent for long.

A few days after the confetti was swept from Times Square, an announcement was made that turned a rumor into reality: Tiger Woods and Nike were parting ways after 27 years. The 15-time major winner and the Swoosh were nearly synonymous, with Woods not only wearing the company’s footwear and apparel but also using Nike clubs and balls until the brand left the equipment world in 2016.

Monday evening, 35 days after parting ways with Nike and just a few miles from Riveria Country Club where he will be hosting the Genesis Invitational and making his 2024 PGA Tour debut this week, Tiger Woods, alongside TaylorMade CEO David Abeles, announced the creation of Sun Day Red, a new lifestyle and golf brand.

Sun Day Red will be under the umbrella of TaylorMade, but is going to operate as a completely separate, stand-alone business. It will have its own designers, staff and headquarters. Brad Blankenship, formerly of Quicksilver and RVCA, has been named the brand’s president. 

“We organized a completely separate vertical that is not based in Carlsbad (California, where TaylorMade’s headquarters is located),” Abeles said. “This new brand is not based in Carlsbad. It’s in San Clemente.” Abeles went on to say that there is no influence from TaylorMade on Sun Day Red, and it will have its own identity.

Erin Andrews, Tiger Woods and David Abeles
Erin Andrews, Tiger Woods and David Abeles Monday at the Sun Day Red launch. (David Dusek/Golfweek)

Asked by host Erin Andrews why he chose to take on this project, Woods said, “It’s the right time. It’s the right time in my life. I’m no longer a kid anymore. I have kids, and this is an important transitional part of my life. I can have something that I can be proud of, a brand that I can be proud of going forward.”

Woods’ fans and the golf industry had a strong hint this was coming when word got out on January 20 that three trademarks for a “Sunday Red” were registered through the United States Patent and Trademark Office by TaylorMade Lifestyle Ventures LLC. Woods has been using TaylorMade clubs and has been a partner of the brand since 2017.

Tiger himself teased the announcement and creation of the brand on Saturday, posting a photo on social media on Saturday that was captioned, “A new day rises. 2.12.24”

Throughout the hour-long presentation on Monday evening, Abeles and Woods repeated the idea that Sun Day Red plans to be more than a golf brand. Yes, the company is going to sell polo shirts, pants and hoodies that can be worn on the course. Many of those products were on display Monday night, as were prototype golf shoes, rain jackets, golf gloves and accessories, but Woods and Abeles said many products will be at home at the gym, like the tee shirts, shorts and other pieces of workout apparel shown Monday night. There will be cashmere pieces, shorts and other things that can be worn around town as well.

Asked what the Sun Day Red team has started to do that has Tiger excited, Woods replied, “The way it fits, the way it feels the way it moves. It’s uninhibited, that’s one of the things that I have conveyed to the entire staff. What’s the best garment to play in, well, that’s no garment at all. No seams, nothing restricting you. That’s the way our pieces should fit.”

Sun Day Red will start selling gear to consumers in the United States and Canada beginning May 1 at sundayred.com, with plans to expand to other markets later. Sun Day Red also plans to carry women’s apparel and footwear, followed by boys’ and girls’ products in the future.

Below are several items featured at Monday evening’s launch event.

Tiger Woods, TaylorMade officially launch Sun Day Red. Could a TaylorMade IPO be far behind?

“I’m not a kid anymore. I want to have a brand I’m proud of going forward,” Woods said.

PACIFIC PALISADES, Calif. – The worst-kept secret in golf was officially unveiled – Tiger Woods and TaylorMade have partnered to launch a new premium active-lifestyle apparel and footwear brand.

“We’re going to sunrise a brand,” said TaylorMade CEO David Abeles at a launch party on Monday evening, announcing an extended partnership with Tiger to launch Sun Day Red as a standalone business.

Tiger ended his 27-year relationship with Nike at the end of 2023. On Thursday, he is scheduled to tee it up at the Genesis Invitational wearing Sun Day Red.

“It’s the right time in my life,” Tiger said. “It’s transitional. I’m not a kid anymore. I want to have a brand I’m proud of going forward.”

Given his existing relationship with TaylorMade and its investment last year in PopStroke, a mini-golf entertainment and dining venue owned in part by Tiger, it’s a natural progression for TaylorMade and Tiger to get further into bed together. It’s unclear how much of a stake, if any, Tiger has in the new brand but he’s more than just an endorser.

“Let me be very clear, what we’re doing with Tiger, this is no endorsement,” Abeles said. “This is a full-blown, unequivocal partnership.”

Asked after his presentation to elaborate on Tiger’s stake in the new standalone brand, Abeles said, “We don’t disclose economic provisions within how we put things together but we are intimate partners. We are partners in every sense of the word.”

Pressed further, he would only add, “We are great partners.”

Casey Alexander, senior vice president for Compass Point Research and Trading and the longest-tenured golf analyst on Wall Street, sees another reason why TaylorMade would be motivated to create more growth outlets.

“I don’t know if TaylorMade is going to do an IPO this year, next year or at all but if they were going to this would be an association that would make sense to create some juice around it if and when they were going to do a deal,” he said.

Tiger’s use of Nike clubs and balls failed to make its equipment an authentic brand with golfers and it eventually opted to exit the golf equipment business in 2016. But there’s no denying that Tiger elevated Nike to the premiere golf apparel brand during his prime. What will that mean for Sun Day Red?

“He’s a different guy now,” Alexander said. “His game is in a different place and his life is in a different place so we’ll see whether or not he can still move the needle on the apparel side.”

Sun Day Red will begin selling apparel to men on May 1 as a digitally native company initially via Sundayred.com, which has already gone live. Over time, Sun Day Red will expand its availability in key markets outside of North America, at retail, and broaden its product offering to include footwear, women and kids’ lines. Abeles said footwear will lag behind with a target of early 2025. Asked when Tiger will begin wearing the brand’s shoes, he said, “We are working on it right now. We fully anticipate him wearing it in spring or summer, if not sooner.”

Abeles, who started his third stint with TaylorMade in 2015, said that signing Woods to an equipment endorsement deal in 2016 was the first part of “the dream” to have the best player ever to play the game – his words – using the company’s clubs. The second part of “the dream” took shape at St. Andrews in 2021 over cold bagels and coffee with agent Mark Steinberg, who subtly intimated that Tiger might consider expanding his relationship with the company.

TaylorMade had been part of Adidas for 20 years before being sold in 2017 and becoming a privately-held vertical. They still have plenty of staff with experience in the footwear and apparel business.

“We have always had a perspective that at some point in time we’d approach adjacencies in our business and logical and rational adjacencies in our business are apparel and footwear,” Abeles said. “We have inherent knowledge of how to do it and we also believe that these markets, multi-billion-dollar market places, need a new brand, a fresh approach for apparel and golf and a fresh approach to apparel and lifestyle and the connection of the two.”

As a result, they created a separate vertical within the TaylorMade holding company, which is based in San Clemente, California, in Orange County, not the company’s longtime headquarters in Carlsbad, near San Diego. There is a separate leadership team that stands alone from TaylorMade.

“A lot of companies make the mistake of integrating brands into the big mothership and you lose your own identity. This brand will have its own identity when we launch it tonight and its own identity 20 years from now.”

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