The brand name refers to the distinctive red polo shirt that Woods has worn for years on Sundays during major golf tournaments. The color red, as he himself admits, is a symbol of strength for him, a value instilled by his mother. This symbolism became even more prominent in 2023, when professional golfers wore red shirts in tribute to Woods during his recovery from a car accident.
The SUN DAY RED logo features a stylized tiger with 15 stripes – a tribute to Woods’ 15 major championship wins. The brand was registered in Jamaica in July 2023, and in January 2024, its protection was applied for in the United States under the Madrid System. The registration process proceeded smoothly – the patent office only required minor changes to the product description. Finally, the trademark was launched on the market.
However, shortly after the registration, a new challenge emerged: a company called Tigeraire from Louisiana filed a complaint, claiming that the SUN DAY RED logo was too similar to their trademark, which also features a tiger. Tigeraire, founded in 2020, creates cooling systems for sports helmets, primarily in the context of the LSU Tigers football team. The company unsuccessfully tried to convince the United States Patent and Trademark Office (USPTO) that Woods’ logo was misleading to potential consumers.
Tigeraire argues that the similarity between the logos could cause confusion among consumers. However, the patent office rejected their claims, stating that the products of both companies are diametrically different – Tigeraire focuses on cooling devices for helmets, while SUN DAY RED offers golf apparel and equipment. It is worth noting that helmets are not standard equipment in golf, which only adds to the intrigue of the whole matter.
Undeterred, Tigeraire decided to take further action: the company modified its website, began promoting its products in the context of golf, and even introduced sportswear to its offerings, attempting to demonstrate the alleged similarity between the two brands’ activities. It then filed a lawsuit against Woods, while simultaneously sending a hefty financial demand in the hope of obtaining compensation.
In response, Woods filed a lawsuit in federal court in California, seeking a declaration that the SUN DAY RED logo does not infringe on Tigeraire’s rights. In the lawsuit, the golfer accuses Tigeraire of deliberately taking actions to create a false impression of conflict between the brands, including participating in golf tournaments and changing its marketing strategy.
Experts are divided on the future of this dispute. Some believe that Woods may consider a settlement to avoid further complications. However, others, including legal analysts, are convinced that Woods has no reason to back down. From a legal perspective, the Tigeraire and SUN DAY RED products are aimed at completely different target groups, and their logos differ significantly.
For Tigeraire, this dispute may be an attempt to gain media attention, but Woods, as a competitive athlete, seems ready to defend his logo to the end. Out of the 800 active tiger logos registered with the USPTO, none resembles the SUN DAY RED logo.
How will the case end? This time, did Tigeraire go too far and end up facing not a bear, but a tiger – literally and figuratively? The resolution will likely come in the next few months.
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