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Tiger Woods is facing a trademark dispute over his new logo for the Sun Day Red golf apparel line. Tigeraire, a company that makes cooling products for athletes, has filed a notice of opposition with the U.S. Patent and Trademark Office, alleging that Sun Day Red and Tiger Woods have “unlawfully hijacked” Tigeraire’s design for their branding.

“The actions of SDR, TaylorMade, and Tiger Woods blatantly ignore Tigeraire’s long-standing protected mark, brand, and identity, violate federal and state intellectual property law, and disregard the consumer confusion their actions create. SDR’s application should be denied,” stated the court filing.

TaylorMade Golf, the company behind Sun Day Red, expressed confidence in the security of their trademarks. Sun Day Red was launched in May following Woods’ 27-year partnership with Nike. The brand pays homage to Woods’ tradition of wearing red on Sundays and the logo represents the 15 majors he has won in his career.

TaylorMade CEO, David Abeles, noted that Sun Day Red has been well received in the North American marketplace. A spokesman for Woods declined to comment on the matter. Woods and the Sun Day Red team have 40 days to file an answer on the notice of opposition.

Trademark attorney Josh Gerben believes the case is likely to settle before reaching trial, as the opposition proceeding will pause the trademark application process. This legal action gives the portable fan company a chance to negotiate with Tiger and TaylorMade for a potential resolution. Gerben anticipates a settlement to occur to secure the trademark registration for Woods’ new logo.

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