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Tiger Woods Announces Launch of Lifestyle Brand

LOS ANGELES (AP) ÔÇö Tiger Woods and Sunday red is no longer just a shirt. ItÔÇÖs 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 followed Woods and Nike ending a 27-year relationship, which dated to when Woods turned pro in August 1996 with his ÔÇ£Hello, WorldÔÇØ campaign.

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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 heÔÇÖs all in with TaylorMade on an apparel and footwear line.

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ÔÇ£ItÔÇÖs the right time in my life,ÔÇØ the 48-year-old Woods said when he came on stage at a high-end restaurant off Sunset Boulevard for what was more an event than a press conference. ÔÇ£ItÔÇÖs transitional. IÔÇÖm no longer a kid anymore.ÔÇØ

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He wore a cashmere hoodie and black shoes, minus the swoosh.

The company said the creation of Sun Day Red incorporates WoodsÔÇÖ 15 major championships into the logo of a tiger stretched across the three words. Woods said he would update the logo if he were to win another a major.

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The logo came from the ÔÇ£Rule of ThreeÔÇØ ÔÇö using three words for greater impact. Woods is fond of saying his goals in golf were to ÔÇ£Work hard, think hard, play hard.ÔÇØ

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ÔÇ£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,ÔÇØ Woods said in a news release. ÔÇ£There are things that I could tell you that no one knew I was doing over the years. IÔÇÖm ready to share those secrets with the world.ÔÇØ

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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. The website went live as Woods and TaylorMade CEO David Abeles spoke. The hope is to expand to key markets, along with eventually adding footwear, womenÔÇÖs and kidsÔÇÖ lines.

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Sun Day Red is a standalone brand that will have its own designers, staff and headquarters. Woods and TaylorMade have added leaders from fashion and culture to run the brand. Brad Blankinship, who previously led lines such as Quiksilver and RVCA, has been appointed president of Sun Day Red.

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All signs pointed to an expanded deal with TaylorMade, which filed four trademark applications with the U.S. Patent and Trademark Office for ÔÇ£Sunday RedÔÇØ or ÔÇ£SDR.ÔÇØ

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Key to his fabled red shirt on Sunday is getting to the final round, and his chances are more limited than ever because of his multiple injuries.

Woods was optimistic in the Bahamas last year, setting a goal of playing once a month through the major season season. That new season starts at Riviera.

Woods teased the announcement on social media recently, posting a closeup of his face a week ago Monday that said, ÔÇ£The vision remains the same.ÔÇØ

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AP golf: https://apnews.com/hub/golf

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