Tiger Woods has transformed The Genesis Invitational tournament into a marketing moment for his new clothing and lifestyle brand, Sun Day Red.
While playing the first rounds of the golf tournament at Riviera Country Club in Pacific Palisades, Calif., Woods was clad head-to-toe in pieces from his newest business venture.
On Thursday, he kept it minimalist and monochromatic in a logo-embroidered cashmere sweater, matching cap hat and golf shoes. The athlete opened the tournament in 1-over 72, eight back of the leader Patrick Cantlay.
On Friday, Woods wore a darker outfit from his golf apparel line, donning a navy polo, vest and matching pants with black leather shoes.
Sun Day Red was announced on Feb. 12. The brand was created in partnership with TaylorMade and caters to golf players, bringing performance wear and premium fashion together.
Its logo — a tiger designed with 15 lines — is inspired by Woods’ successful career and his 15 tour championships.
“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. 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 said in a statement.
Sun Day Red also marks a new era for Woods, who ended his 27-year partnership with Nike this year, as it was announced by the athletic brand. “Tiger, you challenged your competition, stereotypes, conventions, the old-school way of thinking. You challenged the entire institution of golf. You challenged us. And most of all, yourself. And for that challenge we’re grateful,” Nike said in a statement.
During their time together, Woods became known for wearing complete Nike outfits during his tournaments. The brand even created a logo for the partnership with the athlete’s initials.
Woods has also been an ambassador for Rolex since 2011.
Sun Day Red will officially launch on May 1 at sundayred.com.
