Client Context: Sunday Red is an iconic new golf brand envisioned by Tiger Woods, built to redefine modern performance apparel in the sport. From inception, the brand required a premium product expression that honored legacy while delivering next-generation technical performance.
Objective: To create a high-end capsule collection that would establish the performance and material DNA of the Sunday Red brand—setting a foundation for scalable future collections.
The S Group Approach: The S Group partnered closely on design, innovation, and supply chain execution to develop the TWP Collection, Sunday Red’s premium performance capsule. Our focus centered on proprietary fabric development, ensuring materials were engineered specifically for golf performance rather than adapted from existing platforms.
Execution: Polos, shorts, pants, and training-for-sport styles were developed using fabrics that are now indigenous to the Sunday Red brand. These materials deliver cooling performance, advanced moisture management, and full antibacterial properties, while maintaining a refined aesthetic aligned with the brand’s elevated positioning.
Outcome: The TWP Collection established a clear technical and visual identity for Sunday Red. By embedding proprietary fabrics into the brand’s core offering, the collection created a durable platform for franchise growth and long-term differentiation within the golf apparel category.
Key Takeaway: Performance credibility begins at the fiber level. When innovation is engineered into the fabric itself, brand equity scales naturally.
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