Tiger Woods and TaylorMade are partnering in the golf apparel space.
Woods’ Sun Day Red brand will debut when the golfer tees it up at the Genesis Invitational.
For Woods, it makes sense. Age and injuries are leading Woods down the path of retirement.
Like Michael Jordan, any product with Woods’ name moved during his playing career.
Time will tell if Woods will follow Jordan and succeed in the apparel and product industry post-career.
Jordan’s Jordan Brand is as popular with the current generation as it was when Jordan was a player.
Does Woods have a connection with the generation that knows him as a legend and not a player the way Jordan does?
At first glance, the answer is “no”.
Unlike Jordan, the Nike machine for Woods dimmed as he was off the court injured. Couple that with the fact that golf’s popularity differs from where Jordan’s NBA popularity plays a part.
Another factor that isn’t discussed is the sport’s succession plan.
When Jordan left the NBA, it was still a domestic league searching for the “next Jordan.”
As Woods exits the sport, a group of young global stars are waiting to fill the space, and golf fans are more willing to embrace the “next generation.”
That wasn’t the case with Jordan and the NBA.
Furthermore, Jordan had the luxury of being seen as a global figure and product.
The days of Woods being considered a global product are over, plus Nike has primarily gotten out of the golf space.
So what could change this?
First, the PGA Tour and LIV Golf would have to find a way to co-exist, merge, or have some crossover appeal effectively.
Woods also could put himself back in the spotlight by winning because, as Nike once said, “winning takes care of everything.”
