Tiger’s future after Nike involves new business plans

Tiger Woods and TaylorMade have announced a new apparel brand, “Sun Day Red.”

Mr. Woods will own stock in the new company. Tiger Woods returns to the PGA Tour circuit this week at the Genesis Invitational with not only a new look, but a new vision for his business career.

The 15-time major champion is said to have earned at least $500 million from numerous Nike contracts during his 27-year tenure with Nike, which officially ended last month. Today, after much speculation and anticipation, Woods announced his new apparel brand, Sunday Red. This is actually his own company under TaylorMade. (Woods has been using TaylorMade clubs since 2017.)

Notably, Sunday Red will be based in San Clemente, California, with a separate headquarters from TaylorMade, which is located about 40 miles south of Carlsbad. Financial details were not disclosed, but trademark attorney Josh Gerben told X that the structure of the deal suggests Woods and TaylorMade “share ownership (and profits) in the new company.” Woods had no equity with Nike.

Sunday Red will focus on performance apparel and premium lifestyle fashion, producing golf essentials like hats, polos, gloves, shorts and pants, as well as hoodies, T-shirts and fleeces. The main logo features a tiger motif, and the iconic “TW” logo made famous by Nike has been discontinued.

Woods will begin wearing Sunday Red during tournaments this week, but the brand will not be available to the public until May 1st. Now, Woods, who nearly had his right foot amputated in a car accident in 2021, will continue to wear Footjoy shoes, which are part of Sunday Red’s long-term plans.

In the past, Nike promoters have included Woods-branded gear in their products (although 2022 Masters champion Scottie Scheffler prefers Woods-branded shoes). It remains to be seen whether Sunday Red will seek to recruit professional golfers as clients in the future.