Puma takes legal action against Tiger Woods over Sun Day Red logo

In the United States, Tiger Woods introduced his new apparel brand Sun Day Red earlier this year, inspired by his tradition of wearing red on Sundays during golf tournaments. The brand's logo, consisting of 15 stripes, symbolizes his achievement of winning 15 major championships. However, Woods' company is currently embroiled in legal disputes over its logo design. Puma, the prominent German sportswear brand, has filed a lawsuit claiming that Sun Day Red's logo closely resembles its existing mark, created back in 1969. This legal challenge from Puma follows a previous lawsuit against TaylorMade, the golf company partnered with Woods on the apparel line, which faced accusations from Tigeraire for allegedly infringing on their design. Tigeraire argued that Sun Day Red unlawfully appropriated aspects of its branding related to cooling products. The defense presented by TaylorMade emphasized that there was no reasonable chance of consumer confusion between their brands. In its lawsuit, Puma detailed the likelihood of confusion arising from the similarity of the marks and the nature of the products offered by both companies. The concerns raised by Puma reflect the heightened scrutiny within the competitive sportswear market, where branding and logos serve as vital identifiers for consumers. Such disputes can significantly impact a brand's reputation, market positioning, and consumer perception. Following the launch of Sun Day Red, Woods has been active, not only promoting his apparel line but also establishing his indoor TGL Golf league that premiered on January 7. He is also scheduled to participate in several PGA Tour events this year, including The Masters in April, where he is expected to sport his newly launched apparel despite ongoing legal challenges regarding its logo.