Tiger Woods and Rory McIlroy’s tech-infused indoor golf league, TGL, teed off last Tuesday to mostly positive reviews, drawing nearly 1 million viewers.[1] While Tiger did not compete on opening night—he is set to represent the Jupiter Links with five scheduled appearances this season—he attended the event rocking a clean white hoodie and hat from his new brand Sun Day Red.
Tiger and TaylorMade Golf jointly launched Sun Day Red in May 2024. Woods signed with TaylorMade in 2017 after Nike exited the golf equipment market, though he continued to wear Nike apparel through 2023. The creation of Sun Day Red officially marked the end of Woods’ 27-year relationship with Nike.
Sun Day Red pays homage to Tiger’s legendary career, with his most recognizable tradition being wearing red on Sundays. In an interview before the launch, Tiger explained “I’ve worn red. It has just become synonymous with me. That’s who I am. Sun Day Red.”[2] The Sun Day Red logo features a tiger with 15 lines, symbolizing Woods’ 15 major championships.
However, rival sports apparel company PUMA has not embraced the buzz surrounding Sun Day Red. On January 2, 2025, Puma filed a "notice of opposition" with the Trademark Trial and Appeal Board (TTAB) arguing that the Sun Day Red’s tiger logo is "too similar" to its iconic Leaping Cat Logo, which PUMA has used since 1969.[3] PUMA’s filing seeks to prevent Sun Day Red from registering its proposed trademark. This is the second trademark dispute against Sun Day Red, following a September 2024 opposition filed by Tigeraire.
Sun Day Red’s trademark application was filed in January 2024, and published for opposition in the Trademark Official Gazette on September 3, 2024. After a trademark is published for opposition, third parties have 30 days to oppose the trademark, but extensions can be granted, extending that period up to 6-months. After multiple extensions, PUMA filed its formal opposition earlier this month.
In its filing, PUMA asserts that it has “built substantial goodwill in the Leaping Cat Logo.” Puma argues that the similarities of the logos, combined with the closely related natures of the parties’ goods and services—athletic apparel and equipment—is “likely to cause consumer confusion as to the source or sponsorship of Applicant’s goods and services.” PUMA’s notice emphasizes that both logos depict “a large feline in a leaping position” and Sun Day Red’s logo lacks “any other distinctive elements, such as wording, that would help distinguish them.”
As part of its case, PUMA included articles and X posts where users commented on the similarity of the two logos. One comment called the Sun Day Red logo the “skeleton version” of the PUMA logo.
Lastly, the notice claims that the Sun Day Red logo will blur the distinctive quality of PUMA’s famous Leaping Cat Logo and decrease the ability of the Leaping Cat Logo to distinguish PUMA’s products and services from those of others.
PUMA’s opposition highlights both the likelihood of confusion and dilution under Section 43(c) of the Trademark Act. To prove these claims, PUMA will rely on evidence of its logo’s fame, the similarity of the logos, the overlapping nature of the goods (apparel and accessories), and consumer perceptions.
Likelihood of Confusion: The new mark is so similar to their existing trademark that consumers might mistakenly believe the products or services come from the same source. One way to gather evidence of confusion is by conducting surveys.
Dilution: For famous trademarks like PUMA’s Leaping Cat Logo, the standard extends to preventing the weakening or “blurring” of the mark’s distinctiveness, even if confusion is unlikely.
If the Trademark Trial and Appeal Board finds merit in PUMA’s arguments, the Sun Day Red trademark application could be denied. TaylorMade told CNBC, "We feel very confident in our trademarks and logos."[4] Sun Day Red could decide to settle with PUMA. Sun Day Red could also consider a new logo; since the brand is relatively new, the effects may be minimal. However, given the early success of the brand, they are more likely to fight it. Below is a screenshot of the two logos from PUMA’s notice. Do you think you would get these two confused?
Andrew Gagnon is a 3L at the University of Kansas School of Law where he is a representative in the Student Bar Association and President of the Sports Law Society. He can be found on Twitter @A_Gagnon34 and LinkedIn as Andrew Gagnon.
[2] https://www.hollywoodreporter.com/lifestyle/lifestyle-news/tiger-woods-sunday-red-brand-apparel-footwear-1235823257
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