Sun Day Red Logo
Tiger Woods’s Sun Day Red logo: Caught in the Eye of the Storm!
When Tiger Woods launched his apparel brand Sun Day Red in 2024, he did so with one clear ambition: to «ruin» his own logo. The emblem—a tiger composed of 15 stripes representing his 15 major titles—symbolizes the golfer’s legacy. In an interview with Today, Woods joked, “My goal is to ruin the logo. If this is the trademark, my job is to make it obsolete [by winning more championships].” But while he waits to add more titles, the logo is already facing challenges… and not on the golf course!
Two trademark disputes have put Woods’ tiger under the spotlight. On one side, Puma filed a notice of opposition against the Sun Day Red logo. On the other, Tigeraire—a company that manufactures ventilation systems for helmets and also uses a tiger as its logo—filed its own complaint months earlier. Is there too much «roar» in this jungle of trademarks?
Puma vs. Sun Day Red: Feline Confusion?
Puma’s iconic “leaping cat” logo, designed by German cartoonist Lutz Backes, has been a recognizable industry symbol since 1969. Puma’s lawyers claim that the Sun Day Red logo is “highly similar in appearance” and, since both brands apply their marks to clothing, footwear, and sports equipment, this could lead to consumer confusion. Their complaint includes social media posts comparing the two logos, making it clear they see no coincidence.
Visual Identity at Stake
But how similar is too similar? There’s no hard rule to determine whether a logo infringes on a trademark, but the debate always centers around whether a «reasonable person» might be confused. Some companies, like Apple, are notoriously aggressive in protecting their marks; according to a 2022 Tech Transparency Project report, Apple filed over 200 oppositions in three years, even against logos depicting fruits like pears and oranges. However, not all lawsuits succeed: in November 2024, Adidas lost a case against menswear brand Thom Browne over its use of a four-stripe design.
In Sun Day Red’s case, Puma’s opposition doesn’t prevent the logo from being used for now. However, they have asked the U.S. Patent and Trademark Office to deny official registration of the mark.
What’s Next for Woods’ Tiger?
The Sun Day Red case serves as a reminder of the importance of safeguarding visual identity in a brand-saturated world. Originality is key, but so is understanding the context in which brands operate and their target audience. For Woods, winning another title might help change the narrative… or, as he says, «ruin» his logo in the best possible way.