Tiger Woods Introduces His New Brand: Sun Day Red

For even those who have only a passing interest in golf, one of the sport’s most memorable images is of Tiger Woods playing his way to another major tournament victory while wearing a red polo shirt with a white Nike swoosh.

That image is officially in the past, however. In January, Mr. Woods announced the end of his 27-year deal with Nike, which had made him hundreds of millions of dollars. The partnership was marked by memorable ads and, of course, the red Nike shirts that Mr. Woods wore during many final rounds on Sundays.

When Mr. Woods announced the ending of his partnership with Nike, he said there would “certainly be another chapter.” On Monday, he and his new brand sponsor, TaylorMade Golf, made clear that the next chapter would again include a red polo shirt. It will be stitched with a tiger in the center, the logo for his new brand under TaylorMade: Sun Day Red.

Sun Day Red is marketed as a “lifestyle brand” for both sports fans and non-athletes and will include apparel — even cashmere sweaters — and shoes, David Abeles, chief executive of TaylorMade, said in an interview. (Mr. Woods switched to FootJoy shoes from Nike after his car crash in 2021.)

How much of a role design will play in that apparel was not entirely clear, but Mr. Abeles said that “the design language of the products is completely different” from products Mr. Woods wore in his last sponsorship deal. Initial promotional images showed a new logo — a tiger with 15 stripes to mark the number of major championships Mr. Woods has won; a black, long-sleeve T-shirt with the brand’s name, Sun Day Red, on it; and its version of the red polo, which is on the bloodier end of the red spectrum and includes black buttons, suggesting attention to detail. (To be fair, there’s only so much anyone can do with a polo.)

Mr. Woods’s affinity for red stems from his mother, who is from Thailand, where the color has significance.