Just like other iconic athletes—think Serena Williams or David Beckham—Tiger Woods hasn’t hesitated to step into the apparel game. He even described it as a “transitional” move last year. This venture allows him to connect with fans through a shared identity. Remember the frenzy around his TW logo apparel with Nike? That 27-year partnership became a defining mark for his followers, with some even sporting TW logo tattoos. However, that era ended in January 2024. But, ever the pro, the Big Cat quickly teased a fresh Sunday look. Trading the swoosh for his signature Sunday red, Woods launched ‘Sun Day Red,’ with the collection’s debut set for May 1, 2024. The name itself nods to his tradition of wearing red on final rounds, a habit inspired by his mother, Kultida, who believed it was his power color. Now, about that logo? That’s where things get interesting.

While the concept of Woods’ brand was widely embraced, and the logo—a tiger symbolizing his 15 major wins—even garnered applause in the golf world, not everyone was thrilled. Puma, a competitor with a stable of golfers like Rickie Fowler, Viktor Hovland, and Lexi Thompson, filed a legal challenge against Sun Day Red. In January 2025, Puma submitted a letter of opposition to the USPTO, citing logo similarities.

“Due to the confusing similarity of the marks and the identical, legally identical, or closely related nature of the goods and services of the parties, consumer confusion is likely between the Challenged Marks and the Leaping Cat logo,” Puma said in the filing.

Despite this legal snag, Tiger Woods is pushing forward with his brand. Following an announcement in October 2024 about their first physical retail space at Pebble Beach, Woods recently teamed up with Golf Digest to unveil a new photoshoot showcasing the Sun Day Red apparel, complete with pricing. This striking visual presentation of the collection has undoubtedly captivated fans.

Even as the conversation unfolded, the Big Cat articulated his vision for the brand, stating, “This isn’t a side project. I want it to be authentic and real. If I’m wearing it, there’s no reason the consumer can’t wear it.” He even mentioned that the brand aims to reach out to country club golfers and recreational golfers with the new fashion that Sun Day Red is imagining. Well, the thoughts are wise but not the pricing, according to the fans.

While his intentions sound promising, the pricing revealed in the recent photoshoot has, according to fans, overshadowed this vision.

Tiger Wood’s apparel line faces heat over pricing

The unveiling of the prices alongside the photoshoot quickly shifted the spotlight, drawing fan attention—and criticism. Social media platforms erupted with comments as the pricing comparisons began.

One fan didn’t mince words, commenting, “Love Tiger and the brand but I’ll be damned if I buy a $350 sweater and $200 belt.” The items in question, a Sun Day Red 3D Tour Cashmere crew sweater priced at $350 and a Ratchet Belt at $200, sparked immediate sticker shock. Considering that a typical belt for the average person costs in the $20-$50 range, the exceptionally high price point from Woods’s brand left fans questioning their inclusion in the target market.

Another fan injected humor, quipping, “That cashmere better make me play like Keith damn Mitchell for $350.” This playful jab referenced Cashmere Keith, known for his stylish golf attire featuring cashmere sweaters, highlighting the expectation of premium quality commensurate with the high cost. Fans openly wondered if the hefty price tag guaranteed a truly luxurious feel akin to cashmere garments.

More voices joined the chorus, with comments like, “Priced it for top-tier country clubs,” and a bewildered, “No got damn way my guy is charging $200 for a belt. Please tell me that’s a typo 😂.” When comparing Sun Day Red’s pricing to established brands like Puma and Adidas, the disparity became stark. While golf polos from the latter often start around $40, Sun Day Red’s are listed at $115. This significant difference across the apparel line left many fans in disbelief, some even hoping it was an error.

The sentiment of being out of touch resonated with many, as one fan simply stated, “Embarrassingly tone deaf.” Another cleverly used Woods’s own words to express their disappointment. “‘If I’m wearing it there’s no reason a consumer can’t wear it.’ I can give you three reasons: $$$.” This highlighted the perceived disconnect between the golfer’s stated aim of reaching a broad audience and the premium price points that put the brand out of reach for many. For this commenter, the exorbitant cost was the sole, insurmountable barrier to purchasing.

Having launched with considerable anticipation, the brand has already navigated a legal challenge and now faces a wave of criticism regarding its pricing strategy. While the legal dispute with Puma might see a resolution potentially in 2026, the immediate backlash from fans raises questions about the brand’s trajectory. Can Sun Day Red achieve its desired success, or will Tiger Woods need to reconsider aspects of his brand to resonate with a wider audience?