Golf icon Tiger Woods has launched his own apparel line, ‘Sun Day Red,’ aiming to establish a unique identity for fans. However, the brand is already embroiled in controversy due to its steep pricing and an ongoing legal dispute with sportswear giant Puma.
Following his departure from Nike in January 2024, Woods quickly introduced his ‘Sun Day Red’ collection, set to launch on May 1, 2024. The collection pays tribute to his signature red final-round attire, inspired by his mother, Kultida. While the brand generated initial excitement, Puma has since challenged its logo, alleging similarities to its own design.
Amid this legal tussle, Woods revealed the pricing of his collection, triggering outrage among fans. Items such as a $350 cashmere crew sweater and a $200 belt have been deemed excessively expensive, prompting comparisons to more affordable competitors like Adidas and Puma. Many fans have criticized the pricing as out of touch with the average consumer, questioning the brand’s accessibility.
Social media erupted with backlash, with critics labeling the brand as “tone deaf” and expressing disappointment over the high price tags. The steep costs have sparked doubts about whether Woods’ apparel line can resonate with a wider audience or if it will remain an elite luxury brand.
As Woods battles both legal challenges and fan criticism, the fate of ‘Sun Day Red’ remains uncertain. Will he make adjustments to broaden its appeal, or will the brand struggle to gain traction in the competitive sports fashion market? Time will tell if Woods can steer his new venture to success.
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