Announcement comes on the heels of weeks of speculation

Seeing Tiger Woods in anything other than the swoosh will be odd, but it is the new reality.

Earlier this week, Woods officially announced a new sponsor in Taylor Made and premium active-lifestyle apparel and footwear brand, Sun Day Red, ahead of his first start of the young PGA season this weekend at the Genesis Invitational. The announcement comes after weeks of speculation following Woods’ separation from long-time sponsor Nike.

Sun Day Red will launch May 1 and on sundayred.com is described as “a brand that promises to bring a new and elevated standard to performance wear and luxury lifestyle fashion” with clothes that feature “never-before-seen patterns, fabrication and technical detailing intended to elevate all levels of play.”

Inspired by Woods’ legacy and history, the brand hopes to be a symbol of excellence.

“Tiger Woods in red on Sundays: it’s an image etched in golfing history – as iconic as his swing and as legendary as his wins,” according to a description of the new brand on the website. “A strong believer in lucky colors, Tiger’s mother Kultida saw red as a symbol of strength and dominance, and once Tiger started winning in red, those beliefs solidified. Today, the Sunday red is more than superstition. It’s a symbol of Tiger’s relentless pursuit of excellence and a testament to his mental fortitude under the greatest of pressures.”

Woods says he is proud of the new line.

“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,” said Woods on the website. “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. Sun Day Red will embody a love of playing and competing, and we are for people who share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make.”

Sun Day Red is a stand-alone business unit under the TaylorMade umbrella and based in San Clemente, California.

Image by pikisuperstar on Freepik.

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Ron Moses is the managing editor of the Upper Cumberland Business Journal and can be reached via email. Send an email.

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