Tiger Woods in legal battle as golf legend’s new brand accused of ‘unlawful hijacking’

Tiger Woods is currently embroiled in a legal dispute after his new brand, Sun Day Red, which he launched in partnership with TaylorMade earlier this year, was accused of “unlawful hijacking.” The lawsuit, filed by the portable fan company Tigeraire, claims that Woods, TaylorMade, and the Sun Day Red team have violated federal and state intellectual property laws. Tigeraire asserts that the similarities between the two logos, both featuring a tiger, have led to consumer confusion and a disregard for Tigeraire’s long-established brand identity.

One part of Tigeraire’s complaint reads: “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.”

Sun Day Red has defended its logo design, explaining that the 15 lines in its tiger symbol represent the number of major championships Woods has won during his legendary golfing career. However, the legal challenge has stalled the trademark application for Sun Day Red, and the brand now has 40 days to respond to the claims.

TaylorMade remains confident, stating that they have “full confidence” in securing their trademarks despite the legal opposition. Trademark lawyer Josh Gerben told CNBC that Tigeraire’s legal move is likely aimed at negotiating a settlement with Woods and TaylorMade. Gerben said, “[Tigeraire] is now likely giving themselves an opportunity to negotiate with Tiger and TaylorMade to see if there’s a resolution that might be had. By filing this opposition, the portable fan company really gets themselves a seat at the table to negotiate. Because in order for Tiger and TaylorMade to get this trademark registered, they’re going to have to win this case.”

Earlier this year, Woods ended his nearly 30-year partnership with sportswear giant Nike, signaling a new chapter in his career by venturing into business with TaylorMade. The Sun Day Red brand is projected to be highly lucrative, with estimated sales expected to exceed £150 million per year by 2026.

The brand has already seen early success, with its first collection selling out in hours after launching in May, despite premium prices—over £100 for polo shirts and £150 for hoodies. Woods, reflecting on this new venture, said during the launch event: “I’m no longer a kid anymore. 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.”