Tiger Woods’ newly launched golf apparel brand, Sun Day Red, has drawn attention not just for its sleek designs, but for its logo. Two companies, Puma and Tigeraire, have accused the brand of trademark infringement, claiming that the Sun Day Red logo is too similar to their own feline-inspired imagery. The dispute centers on each company’s use of a large cat in mid-leap, prompting questions around intellectual property, market confusion, and brand identity.

In this post, I’ll break down the competing arguments, highlight key legal issues, and explain what this means for brand owners navigating the complex world of trademark law.

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The Logos in Question

• Sun Day Red: A jumping tiger with 15 stripes, referencing both Tiger Woods’ name and his 15 major golf championships.
• Tigeraire: A minimalist jumping tiger, used in branding for sports cooling technology.
• Puma: A well-known leaping puma logo, long associated with athletic apparel.

Though each logo involves a leaping feline, the contexts and artistic styles vary, raising the core question: Do these visual similarities create a likelihood of confusion?

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Tigeraire v. Sun Day Red: The Stronger Argument

Sun Day Red’s Perspective

Sun Day Red has a compelling defense based on:

• Personal Significance: The 15-striped tiger is a deliberate tribute to Tiger Woods’ name and career.
• Market Distinction: While Tigeraire is known for sports cooling technology, Sun Day Red is squarely in the golf apparel market. Tigeraire does sell some clothing, but the items are ornamental, meaning it is not primarily an apparel brand.

These factors support the argument that the logos are not confusingly similar in either design or market context.

Tigeraire’s Perspective

Tigeraire may still have a valid claim based on:

• Visual Similarity: Both logos depict a leaping tiger in minimalist form.
• Adjacent Markets: Even though their core products differ, both brands are in the sports and athletic space, creating a risk of customer confusion.
• Trademark Law Precedent: Logos don’t need to be identical to infringe, as similarity and related markets can be enough.

This could be enough for Tigeraire to argue that Sun Day Red’s logo infringes on their brand identity, especially if consumers associate both logos with sports performance products.

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Puma’s Claim: Less Convincing, But Not Baseless

Puma’s complaint appears less legally grounded, though not entirely without merit.

• Market Overlap: Both Puma and Sun Day Red are athletic apparel brands.
• Logo Differences: The Puma and Sun Day Red logos differ in:
  • Species (puma vs. tiger)
  • Orientation
  • Artistic Style

For Puma to succeed, they would need to rely on:

• Brand recognition and longevity, which can afford broader trademark protection.
• The idea that consumers might associate any leaping cat in athletic apparel with Puma.

Still, the likelihood of confusion is weaker here, and some may view Puma’s move as an effort to limit new competition in the golf apparel space.

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Lessons for Business Owners

This case is a prime example of why building a strong, defensible brand identity is critical in today’s market. Even a logo rooted in personal meaning and market uniqueness can face challenges based on perceived similarities and brand overlap.

Key Takeaways:

• Logos don’t need to be identical to trigger legal action.
• Adjacent markets (even if not identical) can increase the risk of conflict.
• Famous brands receive wider protection, which can put newer brands at a disadvantage.
• A thoughtful, legally informed brand strategy from the start can help avoid disputes.

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Mindful Counsel Can Help

At Mindful Counsel, we understand the delicate balance between creative branding and legal protection. Our team can help you:

• Conduct thorough trademark searches
• Evaluate potential risks
• Build a strong case for your logo or name
• Defend your brand with clarity and confidence

Trademark disputes aren’t always black and white, but with the right guidance, your brand can stand strong.

 Guest post by Cameron Pickle, Associate Law Clerk

Have more questions? Reach out about how we can help protect your business and legacy.