\n
![](\"https:\/\/content.fortune.com\/wp-content\/uploads\/2024\/02\/GettyImages-2006545221-e1707817855553.jpg?w=2048\")
<\/p>\n [ad_1]
\n<\/p>\n
Tiger Woods has a new marketing partner after\u00a0ending\u00a0a long-term endorsement deal with Nike<\/a> earlier this year.\u00a0<\/p>\n The 48-year-old legend<\/a> has inked a pact with TaylorMade Golf to create an apparel line that will debut in May, the company said. Woods already plays with TaylorMade clubs, having first joined forces with the brand in 2017. Financial terms of the deal weren\u2019t disclosed.<\/p>\n \u201cIt won\u2019t help you hit it further but you\u2019ll look better than you do right now,\u201d Woods said during an event to unveil the new brand in California.<\/p>\n Woods is the most successful player of the past 25 years with 15 major golf championships \u2014 second only to Jack Nicklaus. His career has been slowed by injuries over the past decade, though. He played in just two\u00a0PGA Tour<\/a>\u00a0events last year and his most recent victory came in 2020.<\/p>\n \u201cThis isn\u2019t an endorsement deal where an athlete comes in, you build a brand and you hope things go well. This is a full on, unequivocal, committed partnership. We make every decision together,\u201d said David Abeles, president and chief executive of TaylorMade.<\/p>\n TaylorMade,\u00a0acquired<\/a>\u00a0by South Korean private equity firm Centroid Investment Partners in 2021, is betting that Woods still has marketing power. The new line, called Sun Day Red after Woods\u2019 tradition to wear that color shirt during the final round of tournaments, plans to eventually expand into footwear and clothing for women and kids. It will initially be sold online in the US and Canada.\u00a0<\/p>\n The partnership with Nike<\/a> was one of the most lucrative in sports history with Woods earning more than $600 million during a relationship that dated back to 1996. It also had a big impact on both sides, helping boost his star power and build Nike\u2019s fledgling golf business.<\/p>\n It started with a passion. The passion of competing. Of competing against ourselves. The field. The course. Life. Out of that passion, @SunDayRed<\/a> rises. \u2014 Tiger Woods (@TigerWoods) February 13, 2024<\/a><\/p><\/blockquote>\n<\/div>\n\n\n
\u00a0
Start your journey with us: https:\/\/t.co\/MOv7rk5dYT<\/a> pic.twitter.com\/3aQWBHhIci<\/a><\/p>\nSubscribe to the new Fortune CEO Weekly Europe newsletter to get corner office insights on the biggest business stories in Europe. Sign up<\/a> for free.<\/div>\n<\/div>\n