Tiger Woods business venture hits a rough patch

Tiger Woods thought he hit a hole-in-one after ending his 27-year partnership with Nike (NKE) in January to launch his own golf apparel brand. Just a month later, in February, Woods announced a new collaboration with TaylorMade Golf Company, Inc., revealing plans for an exclusive apparel and accessories line for golfers. By May, Woods officially unveiled his new brand, Sun Day Red, featuring a wide range of products emblazoned with a signature logo for fans to purchase.

Widely considered one of the greatest golfers in history, with 82 PGA Tour wins and 15 major championships under his belt, Woods’ decision to launch his own apparel line seemed like a natural next step. With his millions of devoted fans, it seemed like a no-brainer. However, what initially appeared to be a winning move has hit a snag. Woods now faces a legal battle over claims that he “hijacked” a key marketing element—a logo central to another brand’s identity.

### Trademark Dispute Over Alleged ‘Hijacked’ Logo

Woods is currently entangled in a trademark dispute over the logo used by Sun Day Red. On Wednesday, a company called Tigeraire filed a notice of opposition with the U.S. Patent and Trademark Office, accusing Woods and Sun Day Red of copying their design to create the logo for his new apparel line.

Tigeraire, a Louisiana-based company, specializes in apparel and advanced cooling technology for athletes and active individuals. They are particularly known for their partnership with LSU, where they developed a high-tech cooling helmet for the football team, featuring their patented Air Accelerator® technology.

The core of the dispute is Tigeraire’s logo, which was trademarked in August 2020. Originally associated with goods like electric fans and ventilation systems, Tigeraire has since expanded into the apparel industry, bringing its trademark into a new arena. The company claims that Sun Day Red’s logo is strikingly similar to its own design, particularly the outline of a leaping tiger.

### The Trademarked Tiger Logo That Sparked the Dispute

Tigeraire alleges that Woods and TaylorMade have leveraged their massive platforms, media influence, and financial clout to promote the Sun Day Red logo, which has quickly become associated with Woods’ new brand. Tigeraire, a smaller startup, contends that it cannot compete with the marketing power of a celebrity like Woods and claims that consumers may now mistakenly associate its products with Sun Day Red.

In the filing, Tigeraire argues that the use of such a similar logo could lead the public to believe that their products are linked to Woods’ brand, despite their longer tenure in the apparel and accessories industry. They fear this confusion could damage their reputation and years of hard-earned brand recognition. Moreover, Tigeraire worries that if Woods’ trademark is approved, it might lose the right to use its own logo due to Woods’ overwhelming market presence.

### Sun Day Red’s Response and Ongoing Negotiations

Sun Day Red declined to comment on the ongoing legal dispute. However, Tigeraire’s Founder and CEO, Jack L. Karavich, shared some insights. According to Karavich, Tigeraire had been in discussions with Sun Day Red for several months before its official launch, attempting to negotiate a royalty structure. However, these talks went nowhere. Instead, Sun Day Red and TaylorMade repeatedly tried to push a “coexistence clause” that, Karavich claims, would effectively render Tigeraire’s federal trademark invalid.

“Obviously, we would have preferred to partner with TaylorMade and Sun Day Red rather than fight a giant like them,” Karavich told *TheStreet*, describing his company as a “small tech startup.” “But that doesn’t mean we’re going to back down,” he added, determined to defend Tigeraire’s rights in the face of Woods’ high-profile brand.