After ending his 27-year relationship with Nike in January, Tiger Woods promised there would be another chapter to his story, and now we know what that is. The 15-time major golf champion unveiled a new lifestyle brand on Monday, Feb. 12, called “Sun Day Red,” in partnership with TaylorMade.

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“I have learned so much over the years and have a lifetime of experience adjusting my apparel and footwear to help me play better based on the way it was constructed,” Woods said in a press release. “There are things that I could tell you that no one knew I was doing over the years. I’m ready to share those secrets with the world. Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make.”

The name is a nod to the red shirts Woods wears during the final rounds of tournaments. Woods and TaylorMade are no strangers to each other, as he’s been using their clubs since 2017.

Woods will debut the Sun Day Red line at this week’s Geneses Invitational in Los Angeles, and then sales are set to launch for the men’s line in the U.S. and Canada on May 1, between the Masters and the PGA Championship.

Eventually, Woods and TaylorMade hope to expand the brand to include footwear, along with women’s and kids’ lines.