Explaining Tiger Woods’ 2024 logo, clothing change after Nike split

Tiger Woods is synonymous with the world of golf, and the TW logo on his hats and shirts has been equally iconic.

The TW logo has been part of Woods’ brand since 2000 and has become a top-selling golf image. Many amateur golfers sport the logo on the course, channeling the star, while others enjoy the sleek look of the merged lettering.

Although fans may still wear the logo, Woods himself will no longer feature the emblem. As Tiger competes in the 2024 U.S. Open, golf fans will notice a different insignia on his hats, shirts, and other branded apparel and equipment.


Who Sponsors Tiger Woods Now?

TaylorMade sponsors Woods, and together they formed the Sun Day Red brand. This marks a significant change for Woods, who had been with Nike for the past 27 years. Woods split with Nike in January 2024. While the TW logo features Woods’ initials, Nike holds the trademark and copyright for the emblem.

“I don’t want it back,” Woods said in a press conference earlier in 2024. “I’ve moved on. This is a transition in my life. I’ve moved on to Sun Day Red, and we’re looking forward to building a brand that elicits excitement and is transformative.”

Woods partnered with TaylorMade to create the brand Sun Day Red. The new logo features a striped tiger with 15 stripes, representing each of Woods’ major wins. The brand, launching officially on May 1, 2024, may expand to include 16 stripes should he win another major.

“At the heart of Sun Day Red’s ethos is a logo that tells a story,” Sun Day Red said in a release. “It’s a narrative of Tiger’s incredible achievements, a visual tribute to a career that has inspired millions. But the designs go further, embedding Easter eggs for the fans, including a 15-striped tiger emblem representing his 15 major wins.”


Why Did Tiger Woods Leave Nike?

The split with Nike wasn’t entirely unexpected. Speculation about a possible separation had been circulating since December 2023, and it became official in early January 2024.

Apex Marketing Group president Eric Smallwood suggested that Nike’s decision was likely influenced by its move to exit the golf business, rather than any belief that Woods is nearing the end of his career. “Nike used to sell golf balls and clubs with its logo, and that ended,” Smallwood said, per CNN.

J. Butler Golf founder Joshua Butler agreed, noting that Nike has been moving away from golf products overall. He said Woods likely saw this as an opportunity to explore other avenues. “It’s not that Nike has done anything wrong, it’s not that Tiger Woods may not necessarily be happy with his relationship with Nike for the last 27 years, but this is a golden opportunity to go after a younger crowd, to go after individuals who aren’t rich that want to play the game,” Butler said, per CNN. “Tiger understands that, the importance of what he’s meant to the golf industry as well as to people of color. That’s why I think this is such a monumental shift right now.”


Why Does Tiger Woods Wear Red on Sundays?

There’s a reason the brand is called Sun Day Red. Woods has always worn red on Sundays, a tradition dating back to his college days. He started wearing red while playing at Stanford due to superstitions and his mother’s belief that red is his “power color.”

“You know, you should always listen to your mom,” Woods said.