Puma have failed in its Australian trademark challenge against Tiger Woods’ premium apparel brand, according to a report.
The German sportswear giant challenged Sun Day Red’s trademark applications in March 2024.
They took issue with Sun Day Red’s logo, which features a leaping tiger composed of 15 stripes.
Court docs stated Puma claimed the logo is “highly similar in appearance” to the one they have used since the 1960s and would lead to consumer confusion.
Sun Day Red’s lawyers pushed back, arguing that there were meaningful and visual differences.
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They also argued that the 15-stripe motif, which pays tribute to each of Woods’ major championship victories, differentiated their logo.
Tiger Woods
MLex are now reporting that Sun Day Red’s arguments were accepted by Australia’s trademarks office.
The ruling, issued in September, stated that while the common elements of both Puma and Tiger Woods’ Sun Day Red brand is an image of a moving wildcat, “commonality of idea is not determinative of deceptive similarity”.
Delegate Tracey Berger stated in the ruling: “I believe that the ‘hanging’ stripes in the tigers of the [Sunday Red’s] trademarks are a memorable feature which is significantly different from the outline or solid form of the [Puma’s] mark.
“The ‘hanging’ stripes create the clear impression of a tiger which is not the case with the [Puma’s] marks. [Sunday Red’s] animal device is obviously a different kind of wildcat to [Puma’s] marks.”
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“Accordingly, whilst I am of the opinion that there is a strong reputation in the leaping-cat logo for apparel and footwear and associated retail services, I do not consider that the reputation extends to sporting equipment or the other sorts of goods claimed by [Sunday Red].”
You can read the full report here.
Not the first legal headache for Sun Day Red
Sun Day Red also faced legal action from another company.
Tigeraire also filed a claim in late 2024, asserting Sun Day Red “unlawfully hijacked” their tiger motif they had used for its cooling/athletic-related products.
Sun Day Red filed a counterclaim, arguing the company was seeking an “unwarranted financial windfall” by trying to force a payoff or settlement.
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That case is still pending.
Legendary golfer Woods, now 49, announced the Sun Day Red brand in February 2024.
It followed his split with Nike, ending a partnership that had lasted more than 27 years.
Woods first signed a $40m deal with the swoosh in 1996 upon turning professional aged 20.
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The deal became one of the most lucrative partnerships in sports history as Woods dominated men’s professional golf for more than a decade.
He signed a $200m, 10-year extension to his contract in 2013.
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