Sun Day Red is here. You can finally buy pieces from Tiger Woods’s new apparel brand with TaylorMade, his first line of clothing since leaving Nike after a partnership that spanned nearly three decades.
The launch comes at an interesting time for the golfer, who hasn’t won a PGA tournament since 2019 and just finished the Masters last month at 16-over 304 — his worst score ever in a 72-hole professional tournament.
Nevertheless, Woods remains the most popular golfer in the sport and arguably the greatest to ever do it, so launching what could be the next Lululemon, if not the golf equivalent of Nike’s Jordan Brand is certainly noteworthy.
Athleisure is out, meet “athluxury”
For years now, athletic apparel has been dominated by the Lululemon-led athleisure movement that blurs the lines between workout gear and casual apparel worn while lounging or running errands. Sun Day Red sees itself as the next evolution in this trend by classifying its clothes as “athluxury,” meaning these are luxurious pieces that are intended to be worn from the golf course to fancy nights out.
Sun Day Red’s initial offerings look to be slightly more performance-oriented than those of trendy, high-end golf apparel brands.
