Sun Day Red, the golf apparel brand launched by Tiger Woods and TaylorMade in 2024, is targeting new deals with top professional players as money pours in quicker than originally anticipated.
“Our revenues have grown faster than we ever could have ever expected,” David Abeles, CEO of both Sun Day Red and TaylorMade, told Front Office Sports at the PGA Show last week. “They’re truly remarkable. We’ve exceeded all of our revenue projections.”
TaylorMade is a private company and does not make specific financial data publicly available. Woods is believed to have equity in Sun Day Red, which Abeles described as a “wholly owned subsidiary of TaylorMade.”
Sun Day Red began online-only sales in 2024, and last year it started selling merchandise in select retail locations like private golf clubs and premium resorts. Prices are on the higher end for golf apparel, with polo shirts starting at $115 and shoes selling for $160 and up.
Woods, whose longtime Nike deal expired at the end of 2023, has worn Sun Day Red at PGA Tour events, major championships, and TGL matches the past two years. In February 2025, Sun Day Red signed its first—and so far only—ambassador other than Woods: Karl Vilips, who went on to win the PGA Tour’s Puerto Rico Open last March, and is currently No. 137 in the Official World Golf Ranking.
But the Sun Day Red team could be expanding soon.
“We’re absolutely working with more tour players to determine who can fit that criteria and those brand standards,” Abeles said. “We’ll build a wonderful unified team, much like we have at TaylorMade.”
TaylorMade’s top club and ball endorsers include the current top three players in the world: Scottie Scheffler, Rory McIlroy, and Tommy Fleetwood, as well as LPGA stars like Nelly Korda. Sun Day Red is launching a full women’s line of apparel in 2026, and it could target pro women’s players, too.
“I’m very excited about finding a female athlete that could represent our brand and do it the same way that we’ve discussed,” Abeles said. “So, signing tour players is part of our strategy. But we’re going to be very methodical to make sure we pick tour players that can model our brand, model our values, and bring us to market the way Tiger and Karl have.”
Nearly every decision Sun Day Red has made has “been in consultation directly” with Woods, Abeles said. “Tiger’s eye for detail, performance, is something that, quite frankly, most of our engineers and our product creators had never seen at TaylorMade.”
Meanwhile, TaylorMade—and therefore Sun Day Red—could be sold to new owners by the end of this year, as the Korean investors that currently own the company are exploring strategic options.
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