Here's Your First Look at Sun Day Red, the New Brand by Tiger Woods
“Sun Day Red will embody a love of playing and competing, … whether it’s on the course, or in life.”
Having left Nike in January, Tiger Woods will be starting the 2024 season with his own original apparel line, he announced on Monday at a private event in Pacific Palisades attended by Hypegolf and other media outlets. The new brand called Sun Day Red is a joint venture between Woods and Southern California based TaylorMade Golf, who has sponsored the 48 year old on the equipment side since 2017.
After the announcement that Tiger and Nike were splitting up, there were various theories about where the 15-time major champion could be heading next, ranging from taking an equity deal in a smaller brand to branching out to start his own label. The answer began to take form when trademarks were discovered online for a new Sun Day Red brand. Then in the lead up to Monday, Woods referred to the date “2.12.24” twice on his social media channels with cryptic messages “The vision remains the same” and “A new day rises.” That meant the occurrence of tonight’s announcement was no surprise, however its contents are all new information.
Although the brand has been launched through an extended partnership between Woods and TaylorMade, Sun Day Red will be independently run with a leadership team bringing experience from Quiksilver and RCVA. The debut men’s collection is slated to arrive on May 1, 2024 exclusively online in the United States and Canada, with an expansion into retail and new markets expected at a later date.
“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,” stated the world champion. “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 that 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. TaylorMade Golf has been a great partner on the equipment side. They have the best people who I deeply trust, and they can bring this to life like no one else.”
With this year’s Genesis Invitational representing Tiger’s first appearance of 2024, it serves as the perfect jumping off point to launch the new brand. As the tournament’s official host, the focus would have already been on him, and this news only heightens the anticipation even further. Woods will make his debut in the opening round on Thursday, February 15, but expect to see photos of him wearing the new gear in the Tuesday and Wednesday practice rounds. In the meantime, visit the new Sun Day Red website for updates.
