Tiger Woods Launches ‘Athluxury’ Brand With Golf and Training Apparel
Tiger Woods is officially launching his new lifestyle brand, Sun Day Red, to the public on Wednesday.
The golfer has been teasing the collection for months, starting in February with the Genesis Invitational tournament, which he hosted, as well as at the Masters last month. Woods will also wear the line at the PGA Championship at Valhalla Country Club in Louisville, Ky., slated for May 13-19.
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After 27 years with Nike, Woods announced in January that he was severing ties with the brand. A month later, he said that in partnership with TaylorMade, he would be creating the stand-alone Sun Day Red collection. Billed as an “athluxury” line, the collection of golf, training and lifestyle apparel and accessories will be available exclusively on the brand’s e-commerce site, SunDayRed.com.
The brand’s logo is of a leaping tiger with 15 stripes, meant to reference the 15 majors that Woods has won during his career.
The first release, which will be men’s only, is called “The Hunt,” and will be a preview of the colors he will be wearing at the Louisville tournament, one of golf’s four majors. The Hunt is intended to capture “the spirit of competition, chasing one’s passions, and the camaraderie that fuels it all,” the company said.
Key pieces in the collection include the Training Dry Hoodie, which fulfills Woods’ need for a lightweight piece he could wear on the range, TaylorMade said, as well as the 3D Lightweight Hoodie, one of the first things the golfer said he wanted from his collection. The knit piece with seamless construction allows Woods to transition from the course to events such as television appearances or charity functions, the company said. The hoodies will retail for $150.
“Every detail has been meticulously designed, prioritizing the athlete first at every step, resulting in a collection that exceeds the highest standards. Personally, I have loved wearing the products, and I am ready to see our brand proudly embraced all over the world,” said Woods.
Additional menswear releases will drop later in the month and a small women’s collection will be offered next year with a full launch expected in 2026. Footwear and kids’ lines are also planned for the future. The brand also plans to broaden its presence through wholesale expansion in key markets outside of North America, the company said.
“We have been eagerly awaiting this moment since our brand was first announced in February 2024,” said Brad Blankinship, president, Sun Day Red. “The outpouring of support from our fans has exceeded our wildest dreams. We are excited for everyone to experience firsthand the exceptional quality of Sun Day Red apparel.” Blankinship has been with TaylorMade since August of 2023. Before that, he was with Boardriders for four years as global general manager of Quiksilver and RVCA.
Woods, a 15-time major champion and 82-time PGA Tour winner, first joined forces with TaylorMade in 2017 through a multiyear equipment endorsement deal. He collaborated with the company to develop the P·7TW irons and was also instrumental in the development of TaylorMade’s Milled Grind wedge line with custom TW grinds.
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