Case Study: Tiger Woods' Sun Day Red launches a new brand with AKQA

Tiger Woods' Sun Day Red hits 5m views in 24 hours with AKQA

AKQA partnered with Tiger Woods' Sun Day Red, a new apparel brand launched by the legendary golfer in partnership with TaylorMade. The challenge was to successfully introduce and launch Tiger Woods' first true brand of his own to the world, capitalizing on his iconic legacy and creating immediate buzz.

The solution implemented by AKQA was a strategic launch centered around an unveil film that used a sunrise motif to symbolize the new brand's dawn. This film, along with additional content unpacking Tiger's mentality, drove audiences to secure early access to the apparel. The results were exceptional, with the launch film achieving 5 million views, the brand gaining 120,000 new Instagram followers in under 24 hours, and day one sales exceeding their first month's forecast. AKQA's work generated significant earned media coverage and widespread excitement for the new brand.