Golf fans all say the same thing about Tiger Woods’ latest Sun Day Red release

To say it hasn’t been a smooth ride for Tiger Woods’ new apparel brand since its grand unveiling in February would be quite an understatement. 

After all, when you’re called Sun Day Red, it’s probably not a good thing that your main man – and sole brand ambassador – has pegged it up precisely once on a Sunday in your colours, red or otherwise.

A lack of visibility on tour, however, is the least of the fledgling apparel company’s troubles.

Of much more significant concern is the lukewarm reaction golf fans have had to the collection. And for that, you can probably blame the prices.

To put it bluntly, the stuff ain’t cheap.

A ball marker, for example, will set you back $50. Here’s the proof.

Woods, who hasn’t hit a competitive ball since The Open at Royal Troon and is unlikely to compete again before the Hero World Challenge in December, took to X (formerly Twitter) yesterday to launch Sun Day Red’s new Cashmere Collection.

And fans were almost unanimous in their reaction.

“350+ for a sweater… ok” wrote one.

“You guys are out of your minds,” replied another. “You need a complete rethink.”

A third hit back with: “After I win the lottery. Sure.”

A fourth said: “For rich people only.”

Woods launched Sun Day Red in February following the end of his 25-year association with Nike.

“Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life,” said Woods. “We will be anchored to putting the athlete first in the product decisions we make.

“I think it’s the right time. It’s the right time in my life. It’s transitional. I’m no longer a kid anymore. Life changes, I have kids and this is an important transitional part of my life and I want to have a brand that I’m proud of going forward.”