SUN Day Red, the golf and lifestyle label co-created by Tiger Woods, has officially arrived in South-East Asia, with MST Golf securing exclusive regional rights and rolling out the brand across Malaysia and Singapore.
The launch, held at MST Golf Arena in The Gardens Mall in Kuala Lumpur, marked one of the brand’s earliest expansions outside North America and signalled how quickly the region has become a ground for premium golf apparel.
For South-East Asia, the timing is notable. While many established golf markets are still waiting for retail access, MST Golf’s partnership puts the region among the first to stock Sun Day Red’s full line of polos, hoodies, layering pieces and accessories.
It’s a move that reflects both the brand’s ambition and the region’s growing appetite for performance driven, fashion forward golf wear.
Ben Kwon, Sun Day Red’s Asia-Pacific general manager, said the brand sees a natural fit in a market where golfers “care as much about style as they do about performance”.
He added that Tiger Woods remains hands on with the brand’s direction, shaping product development and the broader identity behind each collection.
That involvement is central to Sun Day Red’s pitch – not just another apparel label, but one built around Woods’ long held standards of precision, athleticism and detail.
“The regional market is primed for it. Premium golf apparel in Asia-Pacific continues to expand at close to 8% annually, fuelled by a rising middle-class, higher discretionary spending and a shift towards athleisure-influenced golf fashion,” Kwon said.
“They demand performance, but they also want to look good on and off the course. Sun Day Red was designed for exactly that golfer.
“More than an apparel brand, it embodies Tiger’s relentless pursuit of excellence. He remains deeply involved in the brand, helping shape everything from product development to the overall vision behind each collection.”
MST Golf has seen that trend first-hand, with premium category sales climbing steadily over the past year.
For MST Golf chief executive officer Ng Yap, the partnership taps into both nostalgia and momentum.
“Tiger Woods has inspired a generation of golfers and Sun Day Red gives players a new way to connect with that legacy,” he said.
He emphasised that Woods’ role goes beyond endorsement – a distinction MST Golf believes will resonate strongly with consumers who grew up watching him dominate the sport.
The launch drew industry figures, media and club representatives from across the region, underscoring the brand’s profile and the scale of its entry.
For Sun Day Red, founded in 2024, South-East Asia represents a key early step in its global rollout. For MST Golf, it reinforces the retailer’s strategy of bringing top-tier international brands into a market that is becoming increasingly influential in the global golf economy.
Sun Day Red products are now available in MST Golf Superstores in Malaysia and Singapore, with Indonesia to follow once import processes are completed.
Thailand will come online when MST Golf’s new stores opens later this year. The full collection is also available through MST Golf’s online platform.
