Tiger Woods earned hundreds of millions from his sponsorship with Nike (Image: Getty)
Sun Day Red, the clothing brand launched by and TaylorMade this year, has been roped into a legal battle over their logo.
American company Tigeraire, which manufactures air-conditioned helmets for sportspeople and industrial workers, has filed a notice of opposition to the US Patent and Trademark Office due to the similarities between their logo and that of Woods’ new venture.
In their complaint, Tigeraire has accused Woods and the Sun Day Red team of ‘unlawful hijacking’. Another part of the court filing read: “The actions of SDR, TaylorMade and Tiger Woods blatantly ignore Tigeraire’s long-standing protected mark, brand and identity, violate federal and state intellectual property law, and disregard the consumer confusion their actions create. SDR’s application should be denied.”
The two logos both feature a tiger, with Sun Day Red justifying that the 15 lines making up their design correspond to each of the majors Woods has won during his illustrious golfing career.
Sun Day Red’s trademark application has been put on hold as a result of the legal challenge, and they have 40 days to respond. TaylorMade claims to have ‘full confidence’ in the securitisation of their trademarks.
Josh Gerben, a trademark lawyer, told : “[Tigeraire] are now likely give themselves an opportunity to negotiate with Tiger and TaylorMade to see if there’s a resolution that might be had.
Sun Day Red’s logo has been disputed by American company Tigeraire (Image: Getty)
“By filing this opposition, the portable fan company really basically gets them a seat at the table to negotiate. Because in order for Tiger and TaylorMade to get this trademark registered there, you’re gonna have to win this case.”
Woods called time on his nearly-three-decade-long association with sports clothing giants Nike earlier this year. Going into business with TaylorMade could prove to be just as lucrative, with Sun Day Red sales projected to exceed from 2026 onwards.
The range was said to have sold out in hours when it launched in May, despite polo shirts being listed at more than £100 each and hoodies costing £150 apiece. Woods is confident that it is the right time to go it alone.
“I’m no longer a kid anymore,” he said at the launch event. “Life changes, I have kids now, and this is an important part of transitioning into this part of my life, to have a product and a brand that I’m proud of.”