How much of a role design will play in that apparel was not entirely clear, but Mr. Abeles said that “the design language of the products is completely different” from products Mr. Woods wore in his last sponsorship deal. Initial promotional images showed a new logo — a tiger with 15 stripes to mark the number of major championships Mr. Woods has won; a black, long-sleeve T-shirt with the brand’s name, Sun Day Red, on it; and its version of the red polo, which is on the bloodier end of the red spectrum and includes black buttons, suggesting attention to detail. (To be fair, there’s only so much anyone can do with a polo.)
Mr. Woods’s affinity for red stems from his mother, who is from Thailand, where the color has significance.
“We worked through what he believes is the red that’s most associated with his color palette,” Mr. Abeles said. “The red color he chose is the one that is most prominent and most consistent with what he believes is the red that has inspired him.”
As for the space between “Sun” and “Day,” Mr. Abeles said it was meant to underline the brand as more than a weekly fit.
“Sunday red is the color that Tiger has made, you know, very famous on Sundays,” he said. But Mr. Woods “plays golf more than just Sunday,” Mr. Abeles added.