John Middlekauff discusses why Tiger Woods’ new golf apparel line Sun Day Red will fail. After 27 years together, golf legend Tiger Woods split with Nike to create Sun Day Red. Are the prices too high for the general public? Was it mistake for Tiger Woods to leave Nike?
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[Music] Tiger Woods is I mean in his Heyday is probably my favorite athlete cuz I was like older than when Michael Jordan was in his Heyday so I could really experience it and I’ll never forget my senior year in college I was moving out and all we had was a TV and watching him play Rocco on Sunday and then re then watching on Monday by myself in this house that was empty he’s he meant a lot to my sports watching youth you know I consumed like a lot of people in the 2000s eldri Tiger Woods I love golf he’s the best golfer I’ve ever seen and probably ever will see and there was nothing like them and part of Tiger Woods and I owned a ton of Tiger Woods polos Tiger Woods hats even as I’ve gotone bald I’ve bought some of those Nike Tiger Wood hats because they cover my entire head uh anytime he plays I watch even though obviously he’s very compromised now I just think this Sunday red thing is going to be a failure and I think there are several elements of this one he wants it to be kind of like a higher-end luxury brand so I wrote down the prices a ball marker is $50 a t-shirt is 70 a Hat’s 40 which isn’t crazy a polo is 120 to 150 which I I’d say is a lot a sweater is two bills and the pants are about a buck 70 it it’s expensive stuff Tiger Woods in his Heyday sold a lot of I’ve said forever that he revolutionized the business casual in America because forever people wore weird stuff there weren’t the polos were huge even go back to some of the pictures when he first started on tour and then when they created that dryfit material all the other companies followed suit and everyone that worked you know a white collar job that did not or Hell Farmers I don’t care what you did construction you know if you were Construction management guy if you didn’t wear a suit to work you could throw on a pair of jeans and a tucked in Polo that fabric dry fit fit well everyone was wearing it all over the place changed the game but he had two things going for him one he was easily very early on became one of the most famous athletes in the world because he was the best player at a sport that is just difficult because you’re playing 150 people and he was beating the out of all of them he destroyed everybody I mean it was not a fair fight and then combined with that he had the Nike marketing campaign machine behind him so tiger didn’t really have to sell he just had to dominate at golf and he looked so sweet in the clothes and the Nike marketing machine was incredible with commercials it was the ultimate combination of sales it’s like everyone wanted something with Tiger Woods even if he didn’t play golf probably had a polo probably had a hat you probably had something and if you went into a store you knew exactly what that was the tww uh the different colors the Sunday red and then he created this company Sunday red which listen creating a brand from scratch is tough it’s not easy to pick a name anyone that’s red shoe Dog N Nike was kind of randomly picked it wasn’t even supposed to be that name so it’s not some of these things that are created that now have a lot of brand Equity McDonald’s was just the last name of the brothers that started the burger chain that Ray crck ran into and basically stole the idea from him so I’m not going to hate on Sunday red even though let’s face it it’s not that great I would have just gone with tww here’s the problem H Woods is not a sales guy I watched some of the clips of him doing his PR campaign last week one it made me shake my head it’s not necessarily his fault but his PR team sent him on what they would have done back in 2005 Good Morning America let’s go on some Morning Show with Carson Dy let’s go on with Jimmy Fallon who are you marketing this to let’s face it you’re marketing this to someone 35 to 55 with a higher household income with some coin those people are not watching any of those shows my mom watches Good Morning America a lot of older people watch that show but that’s not who really Tiger Woods is marketing he should be marketing this to me a 40-year-old guy plays golf has a little coin just would buy these these clothes potentially here’s another problem he’s coming into a saturated Market anyone that walks into a pro shop or a golf shop there are a million brands that all kind of resonate with us Travis Matthews Johnny O Peter malar and they’re not cheap but they have brand Equity that like yeah I like the Travis Matthew shirt it fits pretty well on me I know a lot of people I love Peter marar I love Johnny O buddy of mine Chris just got me a nice Polo we’re taking him golfing a couple weeks ago Johnny O looks sweet so tiger is competing against those but those people are already pushing it hard selling it Tiger Wood’s not a very good salesman what I would have said tiger don’t do any of the crap the morning shows or the late night shows go on some big podcasts or some big YouTube show go on Pat McAfee go on with Colin go on no laying up or bar stool go on pardon my take go on I go do something more relevant it to me it just these guys don’t know how to sell he never had to he never had to sell all he had to do was play and dominate and that sold itself and Nike was behind him well now he doesn’t have Nike behind him anymore and his number number one ability to sell was his play well he doesn’t play anymore plays like four times a year and God love him he’s just not very good anymore relative to the dominant player that he once was like MJ hasn’t dribbled the ball professionally in whatever 20 plus years it doesn’t matter he has Nike behind him having that backing they do this naturally so I’m watching Sunday red one the marketing doesn’t really exist because that’s not the business he’s in and then tiger is just to pound the pavement like high noon why is high noon so big now they got with poroy and poroy started selling the out of it and now it’s everywhere you need someone to sell if you don’t just have like LeBron James or Kobe Bryant wearing your shoes because that was always Tiger Woods he’s just tiger was wearing it so you wanted to wear it well now I don’t care that he wears it barely breaks 75 barely can walk 7 two holes I’m not trying to talk about him it’s not necessarily I mean it’s kind of his fault self-inflicted car accident Chang his career so I I’m just betting against this company I do not think it’s going to work because I’m the type guy who can walk into a store and if I see a polo I like regard I’m not gonna pay $500 for a polo but if I really believed in the brand wanted to support it liked it I’ll spend probably more than I should on a couple collar shirts I would not buy these shirts one I don’t even think the logo looks that good why would he not just continue somewhat of a similar logo I’ve seen a lot of people say the famous fist pump like Michael’s logo is very just you never forget it it’s etched in stone in our brains and I think tiger made a very very bad mistake but I don’t even blame him this is not his business he does not understand because he’s never really had to do it so I I guess I’m just shorting this idea I do not think it’s going to work and that pains me to say that
1 Comment
It can be expensive if it was made here. No way I’d pay that for imported stuff.