Tiger Woods’ Premium Golf And Lifestyle Brand Sun Day Red Launches In Southeast Asia

There is no denying Tiger Woods’ influence on golf, both as an athlete and a cultural icon. Following the end of his 27-year partnership with Nike, the superstar entered a new chapter in 2024 with Sun Day Red, a premium golf and lifestyle apparel brand co-created with TaylorMade.

Two years on, the brand makes its debut in Southeast Asia as one of the first regions outside North America through an exclusive partnership with MST Golf. The brand debuted across Malaysia, Singapore, Indonesia, and Thailand with a launch event held at MST Golf Arena, The Gardens Mall.

Ng Yap Sio, Group CEO of MST Golf, says the early response has been encouraging, with strong interest even before the official launch. “What makes Sun Day Red unique is that it is not simply inspired by Tiger Woods. It is a brand that he co-created and continues to be actively involved in, from product development to brand direction. We also believe it reflects how golf is evolving. Today’s golfer is increasingly interested in products that combine performance with lifestyle, and that transition is particularly evident among younger golfers and new participants entering the game.”      

In an exclusive interview with Robb Report Malaysia, David Abeles, CEO of TaylorMade, shares, “It all started with a personal relationship between TaylorMade, me, and Tiger Woods. Woods and his team were considering other options beyond the 27-year relationship they had with Nike. They trusted TaylorMade to think about how we might build a legacy brand for him in apparel and footwear.”

He adds, “The result was Sun Day Red—deliberately presented as three words rather than two. While the name immediately evokes Tiger’s iconic tradition of wearing red on Sundays, each word carries its own meaning. ‘Sun’ celebrates the joy of playing golf under blue skies, ‘Day’ reflects the idea that the game should be enjoyed every day, and ‘Red’ symbolises both Tiger’s signature red shirt and the aspiration of finishing ‘in the red’—under par.” Meanwhile, the brand’s leaping tiger logo with 15 stripes is a nod to Woods’ major championship wins.

“Sun Day Red’s identity is razor sharp; it is a golf-inspired technical lifestyle brand. We start with world-class golf products built with the best materials, construction, technology, and design—because that’s what Tiger Woods expects from his brand,” Abeles explains.

Beyond the course, the brand aims to become part of everyday lifestyle. Products such as the Osprey footwear collection are designed to deliver performance on the golf course, while remaining versatile enough for travel and daily wear. The collection includes polos, hoodies, layering pieces, and accessories, appealing to both traditional golfers and a younger generation drawn to golf’s evolving lifestyle culture. The brand is also expanding its women’s offerings.

“Golf is our foundation but, over time, we see Sun Day Red expanding into broader lifestyle categories and potentially other sports. We’re just getting started,” says Abeles.

Sun Day Red is available in exclusive MST Golf Superstores and online.

With 12 years as CEO, how does it feel to have overseen TaylorMade’s rise and growth in the field of golfing equipment?

Being here for 12 years in my role is a tremendous privilege. I’ve had the opportunity to build what we believe to be the most high-performance, technically advanced golf brand in the world. I’ve had the great fortune to work with some of the most talented people, both commercially and operationally. We’ve built a best-in-class product creation and R&D team. We bring great products and product technology to golfers of all skill levels around the world.

What has made TaylorMade so unique in its product category of high-performance drivers and irons?

In every product category that we compete in, we invest in advanced technology, build a portfolio of technology which collectively enables us to create performance differentiation in that product relative to the marketplace. We have to be best in class in terms of form, which is the design of the products, and function, which is the technology that enables those products to perform at their best. The Qi4D is a shining example of that success; it has helped our athletes perform at the highest level, from Rory McIlroy’s successfully defending his title at the 2026 Masters Tournament to Nelly Korda’s recent 2026 U.S. Women’s Open triumph.

We understand you’re quite the golfer yourself. What is your own favourite piece of equipment from TaylorMade and why?

The Qi4D, which is unequivocally the finest driver we have ever designed and developed in TaylorMade’s history. It delivers faster launch conditions, significantly more consistent spin rates, and greater forgiveness across the face thanks to enhanced inertia properties. Its refined design language and aerodynamic profile also help generate greater clubhead speed, resulting in exceptional all-round performance. We have an advanced research team that works on advanced product concepts five years in advance. We start to incorporate certain technologies into existing product lines on an annual or biannual basis. We learn from those technologies and advance them into their next form. That process is called continuous improvement, and it’s central to the DNA of our product creation and R&D teams.

What do you think has been your most valuable business lesson in driving the company?

It always starts with our people. If someone ever visits our global corporate headquarters in Carlsbad, California and our team around the world, what you will find is a group of talented, intelligent, and extremely passionate people about our brands, our products, and the game of golf. It’s important for me to invest in the development of our talent in the long term and to create an innovative culture within our workplace. What’s really truly rewarding to me is that we’re being recognised as we’ve been named on Newsweek’s Top 100 Most Loved Workplaces list for four consecutive years.

Sun Day Red