When Tiger Woods tees it up at The Genesis Invitational on Thursday, he will do so for the first time in his professional career while not adorned in Swooshes. After his unbelievable split with Nike after 27 years, the worst kept secret in golf was confirmed on Monday as Tiger Woods and TaylorMade unveiled the Big Cat’s new apparel and footwear line, Sun Day Red. The collection was launched at a private event in Pacific Palisades, CA; an event so exclusive that GolfThreads didn’t quite make the A list. I’m sure we were one of the final cuts, though.
Nonetheless, I couldn’t let the GOAT launch a new apparel and footwear brand without dropping a few thoughts.
What is Sun Day Red?
Tiger and TaylorMade CEO David Abeles were very deliberate in positioning Sun Day Red as a luxury lifestyle brand, rather than getting pigeonholed as a golf label. Nike was never able to bridge this gap between golf and lifestyle with the TW brand (nor did it ever try), but Tiger and Sun Day Red are poised to take on the Lululemons, Vuoris, and Alos of the athleisure world.
I have mixed feelings about this strategy. On one hand, I wonder if the world really needs another elevated lifestyle brand. On the other hand, I like that Tiger and TaylorMade are taking a fresh and different approach to Tiger’s apparel. Sun Day Red seems better positioned for opportunities beyond the course than Tiger’s brand was with Nike. I know I’d be more likely to wear SDR off the course than on it after this initial preview.
Why is ‘Sun Day Red’ Three Words Instead of Two?
Even non-golfers know that Tiger always rocks red for the final rounds on Sunday. Tiger has etched fist pumps, red polos, and trophies in golf history and our brains over the last 27 years. He talked about his mother seeing red as symbolizing strength and dominance for him. This was solidified once he started winning while wearing the color dating back to his Stanford days.
Now, this part of ‘Sun Day Red’ makes sense, but many have been thrown off by ‘Sun Day’ being two words since the word mark first appeared on the internet a few weeks ago. I can’t say it is much clearer after listening to the explanation given by Tiger and Abeles. Both alluded to The Rule of Threes, but then also talked about golf being played outside on sunny days. They also claimed that once it was placed on a garment for the first time, it looked perfect. I mean, I get it but I don’t get it, and I feel this will always be weird and awkward to me. I also think there is more to the story here.
The Logo
There’s no shortage of opinions on the logo. By now you know the 15 stripes that form the tiger represent Woods’ 15 professional majors. And, yes, apparently if Tiger adds another major to the history books, designers will reconfigure the logo to accommodate a 16th stripe.
I have to say that the logo looks much better on apparel than it does digitally, and I like the minimalism of the branding on the apparel. I just can’t get past this logo looking like a hieroglyphic version of the Slazenger logo from back in the day. Will it grow on me? I’m not sure, but it also doesn’t scream modern lifestyle brand to me.
The Polos
The most underwhelming part of the reveal was the polos. On the plus side, the solid polos in the Sun Day Red collection are simple and clean. I hope Tiger keeps a healthy stash of these in his suitcase as I’ve always felt he looked his best when keeping it simple and channeling Arnold Palmer’s style from the Golden Era. On the flip side, the classic stripes look like a Presidents Cup uniform, mocks don’t look good on anyone not named Min Woo Lee, and that grey/black camo-ish print is destined for the clearance rack.
Also, is anyone else catching some Greyson vibes from the collar on the red polo, and why couldn’t they get the logo centered? I know it is a sample, but details, details, details.
The Layers
Let’s go! While the polos may be a bit mid, the Sun Day Red layering pieces are straight fire. Sweaters have always been the best part of Tiger’s wardrobe and that tradition continues. At the event, Tiger rocked a cashmere 3D knit hoodie that looked sick and the crewneck he sported during Tuesday’s practice round looked just as good. The fit of the sweaters looks amazing, too. Tiger talked about liking his sweaters to have a snugger fit around the forearms to eliminate the distraction of excess material during his swing. (I hear ya, man!) An interesting note; Sun Day Red is the first brand to bring a cashmere 3D knit to the fairways.
Another standout layering piece is a black technical hoodie with the large tiger logo and kangaroo pocket on the front. This is an example of the logo looking better on apparel and on a larger scale. I would definitely put this one in the shopping cart.
Joining the sweaters and hoodies is a range of jackets and vests. A black half-zip jacket was on display and a full-zip vest was worn by Abeles. Both appeared to have sealed zippers so I’m guessing they are waterproof. Another double-zippered jacket with a sleek baseball-style collar looks to be more an on/off-course hybrid piece.
The Shoes
MJ called and wants his shoes back. Tiger’s new gamers have a distinct resemblance to the Jordan ADG 4, especially from the rear view. Swap the Jumpman logo and elephant print on the external heel counter on the ADG 4 for the new SDR logo and stripes, and well, you have Tiger’s new kicks. I do like the pops of red on the shoelace tips, and the red cleated soles have a Louboutin feel to them. Who knew red bottoms would become a thing on the course?! I think this is one of the best looking shoes Tiger has laced up, but I just wish he wouldn’t wear black shoes with white pants. That combo makes his whole fit feel heavy.
A second shoe model was showcased at the launch event on Monday. While the shoe above is definitely an on-course performance shoe, this other model is more of a casual hybrid model. Again, splashes of red really make this shoe pop, and the red sole with molded lugs and the SDR logo allows it to effortlessly move from the street to the course.
When & Where to Get Your Sun Day Red
Although Sun Day Red was unveiled this week, the collection won’t arrive until May 1. This allows the hype to percolate for a few months and the apparel and footwear to get plenty of camera time at Augusta in April. Can you imagine the frenzy if Tiger adds a sixth Green Jacket to his closet while wearing Sun Day Red?! The logo would need an update before the brand is available for sale.
Interestingly, Sun Day Red will be a direct-to-consumer brand, so the only way to get your hands on it will be through the website, sundayred.com. Also, not much is known about the price points, but my guess is it will play in that Lululemon, Alo, and Greyson range.