Tiger Woods Launches TGR Brand

Tiger Woods TGR BrandI what I think is a rather interesting development, Tiger Woods has launched a new brand: TGR.

Tiger made the announcement, in his usual fashion, on his website:

Today marks an exciting moment for me. As I work toward returning to the sport I love, 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.

I’ve spent nearly two years developing TGR with my team. And this is what we are about: the pursuit of excellence beyond all limits.
I approach everything I do with a mindset to be the absolute best. The method I follow to get there is inspired by precision, with the end goal of elevating standards and the status quo. And I’m always striving for the kind of mastery that naturally results from focus and a willingness to keep learning.

My team and I have applied these principles — this mindset, method, and mastery — to all that we’ve accomplished over the last 20 years.

But I believe this is just the beginning.

As I enter this next chapter with TGR, I’m committed to building a legacy that goes beyond just me. Because true excellence — TGR’s kind of excellence — knows no limits.

There is a lot to speculate about here:

  • What products will be associated with TGR? The site says the company “unites Tiger’s businesses within a single brand that reflects his vast experience in philanthropy, design, performance, partnerships, events and hospitality.” In separate statement, he mentions course design and “fine dining.” But what about golf apparel? Now that Nike is out of the golf equipment business, will Tiger strike out on his own?
  • Speaking of Nike and golf equipment, there have been rumors that Tiger might be part of a group that buys TaylorMade. Will we see TGR branded golf equipment? That would be a bit confusing, with PXG already out there.
  • Does this signal in any way Tiger’s acceptance that his time as the game’s top player has passed? In a conversation I had with Greg Norman a couple of years ago (yes, I’m name dropping), he said that he still felt extremely competitive, but that now he competed in the business arena rather than on the golf course. Norman said that he gets up every morning and asks “How can I beat the competition today.” I think that same mindset just might satisfy Tiger.

In any case, the logo is fascinating. You can see the “W” for Woods in there. It also invokes Tiger claws and stripes. Finally, the cones look a bit like a stand of pine trees — Woods, that is. Very clever.


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