October 20, 2016
Tiger Woods is planning to rejoin the professional golf tour in December after being sidelined with injuries. But at age 40, it’s also clear that he is thinking about life beyond the golf links. This week, golf’s all-time money leader and winner of 14 major titles announced a major rebranding.
“As I work toward returning to the sport I love,” he said, “I'm also taking the next step in what I like to call Chapter 2—my evolution as a competitor off the course. That next step, and my next chapter, is TGR.”
Tiger is hitting the reset button, putting the scandal of 2009 behind him and launching a new logo and new businesses. This new venture, TGR, includes the Tiger Woods Foundation, TGR Design, a golf course design company, and his events company that organizes PGA tournaments. Another component is The Woods, his restaurant in Jupiter, Florida. As Nike, the maker of Woods’ clubs, leaves the golf equipment business, there is speculation that TGR will also move into sporting goods.
I like the handsome new logo comprising three triangles that evoke tiger stripes and that form a stylized W.
The scandal surrounding his marital woes was very costly to many of Tiger’s sponsors, especially Nike and Electronic Arts. But Americans love a comeback story. Converse, Old Spice, and Pabst Blue Ribbon are brands that have returned with a vengeance. Time will tell, but TGR is well-positioned for success.
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