Pitching Tiger Woods on a new apparel brand — on his turf
Breaking into Tiger Woods’ World: The Inside Story of Sealing the Sun Day Red Deal
In the high-stakes world of golf apparel, sealing a deal with Tiger Woods is a dream many aspire to, but few achieve. For David Abeles, President and CEO of TaylorMade, that dream was on the verge of becoming a reality with the creation of Sun Day Red, a brand conceived in collaboration with the 15-time major winner himself.
But getting Woods on board wasn’t just about presenting a pitch – it was about understanding the meticulous nature of the golf legend, right down to his punctuality.
“When it comes to meetings, Tiger doesn’t just show up on time, he’s there 10 or even 30 minutes early,” Abeles revealed.
Armed with this knowledge, Abeles and his team took no chances, arriving an hour early for their pivotal meeting at Woods’ office in Jupiter, Florida. And their foresight paid off.
Once the meeting commenced, Abeles articulated the vision behind Sun Day Red, a brand deeply rooted in Tiger’s legacy and the essence of golf itself. As the presentation unfolded, it became evident that Woods was not only engaged but fully invested in the concept.
And then, in a moment that sealed the deal, Woods uttered four words that spoke volumes: “You guys get me.”
These words, simple yet profound, signified that TaylorMade had not only captured Woods’ attention but had earned his trust.
As Sun Day Red prepares to make its mark on the golfing world, one thing is certain: the partnership between Tiger Woods and TaylorMade is not just about apparel – it’s about a shared understanding and a commitment to excellence.
