Tiger Woods’ new attire and footwear line simply launched. The brainchild of Woods and longtime sponsor TaylorMade, Solar Day Crimson is about to grow to be his head-to-toe clothing store.
I’ve let the mud settle a bit and now I’m able to share my ideas. As with all op-ed, these are my ideas, my opinion. Nonetheless, based mostly on what I’ve heard in my circles, lots of you share the identical sentiment as I do.
Solar Day Crimson is underwhelming (or ought to I say “beneath whelming”?).
Yep. I stated it. After the entire hype and hullabaloo, the whole factor is wildly disappointing.
It’s not disappointing due to who’s behind it. It’s the execution (or lack thereof) that’s actually rubbed me the unsuitable means.
From the emblem to the purposeful misspelling of “Sunday”, the whole factor feels … effectively … rushed. Possibly “un polished”? Right here’s what I imply.
Over Promise, Beneath Ship
Let’s begin with this: I don’t assume the Solar Day Crimson attire we’ve seen to date is unhealthy. I’m in all probability within the minority that likes the tiger stripe polo and among the minimalist branding. It’s fairly darned arduous to mess up a plain purple polo and a cashmere hoodie. Anybody, and I imply anybody, can slap a emblem on a polo and say they began a brand new attire model.
The issue is, that’s virtually what it appears like occurred with Solar Day Crimson. I do know, the official launch isn’t till Could however the samples we’ve seen to date simply appear off. That’s to say, if what we noticed on the launch occasion this week is absolutely the ultimate, completed product, I don’t foresee many individuals shelling out what I assume will likely be vital money for Solar Day Crimson gear.
Possibly that’s simply me. And till I get the clothes in hand, I can’t actually communicate to the standard. Nonetheless, we have been seemingly promised stuff that will break the mildew. Tiger’s personal social media posts foreshadowed one thing new, thrilling. The Solar Day Crimson web site guarantees to “carry a brand new and elevated customary to efficiency put on and luxurious life-style style.”
My query to them is … how? As I discussed, there are solely so some ways to make a purple polo completely different from what the parents at NIKE are churning out.
On this regard, I feel Solar Day Crimson has extra of a advertising and marketing downside than an precise product downside. For the previous couple of months, we’ve been led to imagine (quoting from the web site once more) that Tiger’s new attire will “redefine what golfers anticipate from their apparel.”
Will it, although?
When the advertising and marketing boffins make huge guarantees, the product had higher ship. Based mostly on preliminary appears to be like and reactions, Solar Day Crimson simply isn’t stepping as much as fill the Swoosh-laden sneakers that Woods as soon as wore.
Who’s Shopping for?
Maybe the largest query I’ve concerning Solar Day Crimson is who’re the model’s potential prospects and why would they select Solar Day Crimson over different acquainted names?
In my thoughts, that group is comparatively small. Tiger loyalists will completely observe their hero to the Solar Day Crimson ranks. Nonetheless, I don’t know that the on a regular basis golfer cares sufficient to take action.
When LeBron left Cleveland (for the primary time) and took his skills to South Seaside, my brother, an enormous James fan, determined to stay by the Cavs even together with his favourite participant enjoying for a convention opponent.
I really feel the identical about Solar Day Crimson. These loyal to Woods will in all probability decide up just a few items … however those that like NIKE will in all probability simply keep on with NIKE. I don’t foresee droves of shoppers ditching the Swoosh to move to Solar Day Crimson.
Which brings me to my subsequent level: Does Tiger Woods promote gear?
Transferring the Needle
Whereas Woods undoubtedly strikes the needle for skilled golf viewership and dialog (now we have the PIP to thank for this knowledge), I don’t know that Woods has the innate skill to promote gear in a means that somebody like Michael Jordan does.
On the time of this writing, NIKE’s on-line cabinets are filled with Tiger Woods gear that simply isn’t transferring. Heck, in an try to drum up pleasure, they retroed his hottest shoe ever, the TW ‘13. Even nonetheless, that hasn’t moved the needle sufficient to cease NIKE from closely discounting them.
If nostalgia doesn’t transfer the needle, what’s going to? Woods’ recognition is plain however who’s making golf gear shopping for selections based mostly on what he wears?
Wrapping Up
Look, I’m not making an attempt to canine on Solar Day Crimson or say it received’t achieve success. I’ve little doubt it can stick round, and that individuals will purchase it come Could. I’m extra excited than most to get my fingers on it and put it to the check.
What I don’t place confidence in is the model taking up an oversaturated attire trade in a means that NIKE as soon as did.
When Woods was with NIKE, that Swoosh meant the whole lot: championship DNA, a winner’s mentality. I’m not so positive Solar Day Crimson can (or ever will) symbolize the identical for a complete golf tradition determined for a red-clad hero.
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