'When Nike decided to get out…': TaylorMade Insider Reveals How Tiger Woods Reunited With Them

“25’s a lot,” Abeles told  Dan Rapaport. “When Nike decided to get out, they enabled their players to go play whatever they wanted to play, even though they were still contractually obligated to some degree to the Nike brand.”

Woods did not need long to make his move. He called Abeles’ team directly.

“Tiger had asked us, can you send me some samples?” Abeles said. The answer was absolutely yes, we were teed up, ready to go. He believed in the technology.”

TaylorMade didn’t just give Woods a set of clubs and call it a day. Both sides started working closely to build something bigger. Over the past 24 months, that partnership turned into Sunday Red, Woods’ own brand created with TaylorMade and launched in 2024.

Sunday Red’s Logo Got Mixed Reactions, and TaylorMade Saw It as a Good Thing

When Sunday Red started two years ago, the logo quickly got different reactions online. Some people liked it. Others were confused and did not understand it.

The logo shows a tiger with 15 stripes. Each stripe stands for one of Woods’ major wins. If you look closely, two stripes form the letters C and S for his children, Charlie and Sam. Many people did not notice that at first.

Some people criticized the logo. But the TaylorMade executive stayed calm and was not worried.

“If it’s that polarizing, and if it’s that divisive, this is going to be great,” Abeles said on Dan on Golf.

Sunday Red completed its first full year in 2025 and is now in its second year in 2026. Woods has stayed involved the whole time.

The executive said Woods wasn’t like other athletes TaylorMade had worked with. He helped with everything, from drivers and irons to wedges and putters.

His advice has helped the company make better products and understand what top players really need.