Tiger Woods launches his own brand, breaking with Nike

In anticipation of the Genesis Invitational golf tournament, Tiger Woods unveiled his new apparel brand. Thus, Nike’s Swoosh has been replaced with a “striped tiger” in the personal history of the golf star. Each of the 15 stripes represents a major title that Woods has won in his career.

Last month, Tiger Woods announced the end of his 27-year-long partnership with Nike. The news sparked speculation about the athlete’s next move after ending one of the most lucrative endorsements in sports history. Now, we know what Woods was hinting at when he tweeted “See you in LA” a month ago, as he recently launched his own apparel and footwear brand in Los Angeles.

Created as a “Lifestyle Brand” in collaboration with sports equipment company TaylorMade Golf, Woods’ brand identity comes to life under the name Sun Day Red. It features a stylized depiction of a tiger, with the dark red color reflecting the fact that Tiger has always appeared on Sundays, the final day of golf tournaments, wearing a red polo shirt – a tradition that inspired the brand’s name.

Woods explained at the presentation that his affinity for red began in his teenage years. Working with the TaylorMade Golf design team, they developed and tested various logos in different shades of red to find the perfect design that would best suit the athlete.

With the launch of Sun Day Red, Woods has stated that he will cease using the TW logo, which was created by Nike in 2000. When asked about the monogram, the golfer stated, “I don’t want it back, I’ve moved on.”

Commenting on his own brand, Woods said that Sun Day Red is the result of his experience and is designed to meet the needs of both golf enthusiasts and professional players. He also expressed appreciation for TaylorMade Golf, stating it “has been a great partner on the equipment side.”

As for the visual identity itself, the logo design is quite unconventional. In terms of pure aesthetics, it bears a resemblance to the Arc’terix logo, especially considering that the Canadian brand also belongs to the apparel segment. Such a design approach, popular in modern art, is rather rare in sports design. On the other hand, when developing personal logos, designers sometimes deviate from current trends and draw inspiration from the individual, striving to capture their major traits and create a unique image with distinctive features.

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