LOS ANGELES (AP) — Tiger Woods and Sunday red is no longer just a shirt. It’s a brand.
Woods is starting a new year with a new look, announcing Monday evening an extended partnership with TaylorMade Golf to launch a lifestyle brand that will be called Sun Day Red.
The change came about by Woods and Nike ending a 27-year relationship, which dated to when Woods turned pro in August 1996 with his “Hello, World” campaign.
Nike ended its equipment business (golf clubs and golf balls) in 2016. Woods previously had a deal with TaylorMade for clubs and with Bridgestone for the golf ball. Now he’s all in with TaylorMade on an apparel and footwear line.
The company said the creation of “Sun Day Red” incorporates his 15 major championships into the logo of a tiger stretched across the three words.
“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,” Woods said. “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.”
Woods has worn some variation of red on Sunday his entire career because his Thai-born mother, Kultida, told him it was his power color.
TaylorMade Golf plans to launch online in the United States and Canada its first apparel line for men on May 1, between the Masters and the PGA Championship.