Tiger’s Post-Nike Future Comes With a New Business Plan

Tiger Woods is returning to competition on the PGA Tour at this week’s Genesis Invitational not only with a new look, but also the next evolution of his business career.

The 15-time major champion is believed to have made at least $500 million from multiple contracts with Nike throughout his 27-year tenure with the company that officially ended last month. Now, after much speculation and anticipation, Woods has unveiled his new apparel brand, Sun Day Red, which is actually its own company, under the TaylorMade umbrella. (Woods has used TaylorMade clubs since 2017.)

Notably, Sun Day Red will be based in San Clemente, Calif., giving it a separate headquarters from TaylorMade’s about 25 miles south in Carlsbad. Financial details are not available, but trademark attorney Josh Gerben speculated on X that the deal structure suggests Woods and TaylorMade “are sharing ownership (and profits) of the new company.” Woods did not have equity with Nike.

Focusing on performance wear and luxury lifestyle fashion, Sun Day Red will make golf staples like hats, polos, gloves, shorts, and pants, as well as hoodies, T-shirts, and fleeces. The main logo is a drawing of a Tiger, and for now, the iconic “TW” logo made famous by Nike is gone.

Woods will begin wearing Sun Day Red during this week’s tournament, but the brand won’t be available to the public until May 1. Right now, Woods, who nearly had his right leg amputated after a car crash in 2021, will continue to wear FootJoy shoes, but footwear is part of Sun Day Red’s long-term plans. 

Previously, Nike endorsers included Woods-branded sports gear as part of their deals (although 2022 Masters champion Scottie Scheffler prefers Woods-branded shoes). It remains to be seen whether Sun Day Red will look to sign any professional golfers as clients moving forward.