TaylorMade and Tiger Woods have officially announced it. After his recent divorce from Nike, the golf legend has decided to launch a new performance and lifestyle brand of gear and footwear with the Carlsbad, California-based firm.

Starting in May, Sun Day Red will exclusively be sold online. “I wanted to create a brand that I was proud of moving forward because life changes and this is an essential shift,” Tiger said.

According to Woods, the brand’s moniker, “Sun Day Red,” pays homage to the fact that he wears red every Sunday. The 15 majors he has worn over his career are honoured in the tiger logo.

The announcement was made on Monday night at a press conference in Pacific Palisades, California, in conjunction with TaylorMade. Woods is the host of the Genesis Invitational on the PGA Tour.

“This is the ideal moment,” Woods declared, putting on a cashmere pullover from the recently launched line.

Wood and TaylorMade first connected in 2017 when they inked an equipment agreement that allows Wood to use the company’s driver, fairway woods, irons, and wedges.

Woods claimed that although other businesses were vying for his business, he trusted TaylorMade to “get it right.”

CEO of TaylorMade David Abeles stated that Woods’s focus and methodical approach to product creation have served as an inspiration to his staff.

According to Abeles, the new brand consists of a completely new business with a distinct headquarters and staff members dedicated to the company’s growth.

“TaylorMade has no bearing whatsoever on this brand. According to Abeles, “his brand stands alone and is independent of TaylorMade.”

After 27 years, Woods revealed last month that he was parting ways with longstanding clothing partner Nike. At the time, Mark Steinberg, Wood’s agent, stated that the golfer decided not to extend his contract with Nike for commercial reasons.