Walk onto just about any golf course or country club, and chances are you’ll see Tiger Woods’ TW logo on at least one hat or shirt.
Since 2000, when it debuted ahead of the Tiger Slam, Woods’ iconic emblem is among the most recognizable looks in the sport. For years, Woods adorned the look himself.
But as Woods prepares to participate in the 2024 Genesis Invitational, fans are going to get used to a new look from the iconic golfer. Woods split with Nike in January, ending a 27-year partnership, and has since paired himself with TaylorMade to unveil the new Sun Day Red brand.
The partnership means more than just a new line of clothing for Woods’ fans to buy. It also means new logos for Woods, and a step away from the TW look.
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Why won’t Woods be wearing the TW logo anymore? Here’s what you need to know.
Who owns Tiger Woods’ old logo?
The TW logo might be synonymous with Woods. But it’s owned and trademarked by Nike.
Because of that, even if Woods wanted to, he would not be able to wear the TW logo anymore. But it sounds like Woods is more than OK with leaving behind the old look.
“I don’t want it back,” Woods said in a press conference Wednesday. “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.”
While the new logo, the tiger depicted on the Sun Day Red clothing, might not have Woods’ initials, it still is representative of the golfer’s success. The tiger has 15 stripes on it, each one representing one of Woods’ 15 major wins. Should he win another, the logo could wind up changing.
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“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.”
The new brand will be officially launched May 1, 2024, but Woods will likely already be adorning the new clothes when he takes to the course Thursday.
Why did Tiger Woods leave Nike?
Speculation Woods might leave Nike has been rampant since December 2023, and on Jan. 8, 2024, Woods officially announced he would be splitting with the company after 27 years.
There was some speculation Nike could be shifting toward leaving golf entirely. Apex Marketing Group president Eric Smallwood said the split is likely not due to any concern from Nike that Woods is nearing the end of his golf career.
“Why is Nike separating from Woods, who has been a long-time brand ambassador for the brand? It could be that Nike is looking to get out of the golf business,” Smallwood said, according to CNN. “Nike used to sell golf balls and clubs with its logo and that ended. It still sells golf clothing and footwear.”
J. Butler Golf founder Joshua Butler added to CNN, saying that Nike has been “pulling away from golf products” and that Woods’ business savviness has likely led him to exploring other opportunities.
“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 as monumental shift right now.”
