Tiger Woods misses a gimme with his confusing new brand

For the first time in 27 years, Tiger Woods will not be donning Nike in a PGA Tour event. 

Five weeks after Woods announced he was splitting with the storied brand, the golf icon unveiled his new lifestyle brand, "Sun Day Red," in a press conference Monday night, via Golf Digest. The brand is an extended partnership with TaylorMade Golf and will officially launch to the public on May 1. "Sun Day Red" will make its PGA Tour debut this week at the Genesis Invitational.

It's hard to fault Woods for anything he's accomplished in golf, but this is one of the few gimmes he's missed over the course of his career.

For starters, what's up with the name? Every golf fan knows Sunday red signifies the iconic red and black getup Tiger always sports in the final round, but the decision to split "Sun Day Red" into three words is a puzzling one. TaylorMade Golf CEO David Abeles attempted to explain how the brand name is inspired by the "Rule of Three," but he only created more confusion in the process.

"Having had so many wonderful years with Tiger and listening to him talk about what went into building this exceptional athlete and this incredible Hall-of-Fame career; the reality was Tiger would always say, 'I work my tail off — work was No. 1 — think hard and, ultimately, I'm gonna play really hard, and I'm gonna compete really hard,'" Abeles told reporters during Monday's press conference. "So those three, the 'Rule of Three,' would come up from time to time.

Abeles added that "golf is played in the sun" and "it's not just played on Sunday, it's played on any day of the week" to explain why the brand name reads as three words. 

Yeah, we're still not getting it.

As for the apparel itself, "Sun Day Red" struck out big time. The polos and pullovers look as if they just came off the clearance rack at Target, as the brand logo is barely visible on most of the clothing items.