Tiger Woods is facing accusations of “unlawful hijacking” over the logo for his newly launched clothing brand, Sun Day Red. The claim comes from Tigeraire, an American company that designs air-conditioned helmets for athletes and fans for industrial workers. Tigeraire has filed a notice of opposition with the U.S. Patent and Trademark Office, alleging that the logo used by Sun Day Red closely resembles their own tiger-shaped logo, potentially leading to consumer confusion.
Tigeraire’s complaint highlights the similarities between the two logos, both of which feature the image of a tiger. In particular, Sun Day Red’s logo is designed with 15 lines, a tribute to the 15 major titles Woods has won throughout his historic golfing career. Tigeraire, however, believes this design infringes on their long-standing brand identity.
“The actions of SDR, TaylorMade, and Tiger Woods blatantly ignore Tigeraire’s long-standing protected mark, brand, and identity,” the court filing stated. “These actions violate federal and state intellectual property law and disregard the consumer confusion their actions create. SDR’s application should be denied.”
As a result of the legal opposition, Woods and Sun Day Red now have 40 days to respond to the claim. In the meantime, the trademark application for Sun Day Red is on hold, although this is not expected to affect the current production and sales of the brand’s merchandise.
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Sun Day Red, launched in May 2024, followed the conclusion of Woods’ 27-year, $500 million partnership with Nike, a deal that had helped solidify Woods as a global icon. The new brand is named after Woods’ tradition of wearing red on Sundays, the final day of golf tournaments, a signature that has become synonymous with his success on the course.
However, the brand’s launch wasn’t without controversy. Fans immediately expressed frustration over the high price tags and limited product range. Polo shirts, for instance, are priced between $115 and $150, while hoodies cost $200, shorts $135, pants $165, and hats $50. Many criticized the cost, calling the collection overpriced, especially considering the smaller-than-expected variety of items.
In response to the lawsuit, TaylorMade Golf, which partnered with Woods to create Sun Day Red, stood by the brand’s intellectual property rights. “We have full confidence in the securitization of our trademarks,” the company told CNBC.
This legal challenge comes at a time when Woods has faced several high-profile controversies. Earlier this month, Woods drew criticism for meeting with the backers of LIV Golf, a Saudi Arabian-backed golf tour, in New York City—just one day before the anniversary of the 9/11 terrorist attacks. His decision to meet with Saudi financiers so close to the somber anniversary sparked outrage among fans and commentators.
Additionally, Woods recently announced that he had undergone surgery for a nerve impingement in his lower back. This is the latest in a string of injuries for the 48-year-old golf legend, who has been plagued by health issues in recent years. In 2021, Woods was involved in a near-fatal car accident that left him with severe injuries to his right leg and ankle, requiring emergency surgery. Since then, Woods has only managed to play a handful of rounds and has struggled to regain his previous form.
Since the launch of Sun Day Red, Woods has played just six rounds of golf, missing the cut at major tournaments including the USPGA Championship, the U.S. Open, and The Open Championship. His physical limitations have raised concerns about the future of his career, with many speculating whether Woods will ever return to the dominant form that once made him a force in professional golf.
As Woods navigates these challenges both on and off the course, the legal dispute over Sun Day Red’s logo adds yet another layer of complexity to his evolving legacy. While Woods has long been a master at overcoming adversity, this latest legal battle could have significant implications for the future of his apparel brand and its partnership with TaylorMade.
For now, all eyes are on how Woods and his team will respond to the accusations of trademark infringement, and whether a settlement can be reached to avoid further legal entanglements.
