After coming off a 27-year-long contract with Nike, Tiger Woods has created his own brand; Sun Day Red. This new brand pays homage to Tiger’s long-standing tradition of wearing red on tournament Sundays. While golf fans were excited to see what Tiger was going to create, another group seemed less than thrilled about the golf star's new brand.
Tigeraire is a company that makes and sells small fan systems that are installed in helmets to keep athletes cool. As seen above there are many striking similarities between the two logos and Tigeraire was not pleased to see this saying that their logo was “unlawfully hijacked.” Did Woods really steal the logo or is it just a coincidence? The Sun Day Red logo uses the tiger for obvious reasons with each stripe representing the 15 majors that Woods has won in his career. Now while these explanations of Tiger’s logo make sense, does that mean that Tigeraire should not be suing the new golf brand?
On Wednesday, September 25th Tigeraire filed a motion with the U.S. Patent and Trademark Office to halt Sun Day Red’s trademark application. Sun Day Red responded to this the next day by filing a lawsuit against the helmet cooling company. Tigeraire says that besides “unlawfully hijacking” their logo, that the similarities will also cause consumer confusion between the brands. The golf brand opposed this belief that customers will not be puzzled between a helmet cooling company and golf apparel, additionally in Sun Day Red’s response they said that this is not actually about the logo but for Tigeraire to benefit financially from demanding “exorbitant sums.” This might be a lengthy expensive legal battle between the two companies, but the good news for golf fans, this should not affect the production of Sun Day Red.
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