Opinion: Sun Day Red is “Under Whelming”

Tiger Woods’ new apparel and footwear line just released. The brainchild of Woods and longtime sponsor TaylorMade, Sun Day Red is set to become his head-to-toe outfitter.

I’ve let the dust settle a bit and now I’m ready to share my thoughts. As with any op-ed, these are my thoughts, my opinion. However, based on what I’ve heard in my circles, many of you share the same sentiment as I do.

Sun Day Red is underwhelming (or should I say “under whelming”?).

Yep. I said it. After all of the hype and hullabaloo, the entire thing is wildly disappointing.

It’s not disappointing because of who’s behind it. It’s the execution (or lack thereof) that’s really rubbed me the wrong way.

From the logo to the purposeful misspelling of “Sunday”, the entire thing feels … well … rushed. Maybe “un polished”? Here’s what I mean.

Over Promise, Under Deliver

Let’s start with this: I don’t think the Sun Day Red apparel we’ve seen so far is bad. I’m probably in the minority that likes the tiger stripe polo and some of the minimalist branding. It’s pretty darned hard to mess up a plain red polo and a cashmere hoodie. Anyone, and I mean anyone, can slap a logo on a polo and say they started a new apparel brand.

The problem is, that’s almost what it feels like happened with Sun Day Red. I know, the official launch isn’t until May but the samples we’ve seen so far just seem off. That is to say, if what we saw at the launch event this week is really the final, finished product, I don’t foresee many people shelling out what I assume will be significant cash for Sun Day Red gear.

Maybe that’s just me. And until I get the garments in hand, I can’t really speak to the quality. Still, we were seemingly promised stuff that would break the mold. Tiger’s own social media posts foreshadowed something new, exciting. The Sun Day Red website promises to “bring a new and elevated standard to performance wear and luxury lifestyle fashion.”

My question to them is … how? As I mentioned, there are only so many ways to make a red polo different from what the folks at NIKE are churning out.

In this regard, I think Sun Day Red has more of a marketing problem than an actual product problem. For the last few months, we’ve been led to believe (quoting from the website again) that Tiger’s new apparel will “redefine what golfers expect from their attire.”

Will it, though?

When the marketing boffins make big promises, the product had better deliver. Based on initial looks and reactions, Sun Day Red just isn’t stepping up to fill the Swoosh-laden shoes that Woods once wore.

Who’s Buying?

Perhaps the biggest question I have regarding Sun Day Red is who are the brand’s prospective customers and why would they choose Sun Day Red over other familiar names?

In my mind, that group is relatively small. Tiger loyalists will absolutely follow their hero to the Sun Day Red ranks. However, I don’t know that the everyday golfer cares enough to do so.

When LeBron left Cleveland (for the first time) and took his talents to South Beach, my brother, a big James fan, decided to stick by the Cavs even with his favorite player playing for a conference opponent.

I feel the same about Sun Day Red. Those loyal to Woods will probably pick up a few pieces … but those who like NIKE will probably just stick with NIKE. I don’t foresee droves of consumers ditching the Swoosh to head to Sun Day Red.

Which brings me to my next point: Does Tiger Woods sell gear?

Moving the Needle

While Woods undoubtedly moves the needle for professional golf viewership and conversation (we have the PIP to thank for this data), I don’t know that Woods has the innate ability to sell gear in a way that someone like Michael Jordan does.

At the time of this writing, NIKE’s online shelves are full of Tiger Woods gear that just isn’t moving. Heck, in an attempt to drum up excitement, they retroed his most popular shoe ever, the TW ‘13. Even still, that hasn’t moved the needle enough to stop NIKE from heavily discounting them.

If nostalgia doesn’t move the needle, what will? Woods’ popularity is undeniable but who is making golf gear buying decisions based on what he wears?

Wrapping Up

Look, I’m not trying to dog on Sun Day Red or say it won’t be successful. I have no doubt it will stick around, and that people will buy it come May. I’m more excited than most to get my hands on it and put it to the test.

What I don’t have faith in is the brand taking over an oversaturated apparel industry in a way that NIKE once did.

When Woods was with NIKE, that Swoosh meant everything: championship DNA, a winner’s mentality. I’m not so sure Sun Day Red can (or ever will) symbolize the same for an entire golf culture desperate for a red-clad hero.