The Eye of the Tiger in Sports Apparel Marketing

Scott Frost ’03 offered Canterbury students a compelling glimpse into his professional world—one that includes golf superstar Tiger Woods! Speaking via Zoom to the Syracuse University Project Advance (SUPA) class in sports/business management, he discussed his key role in starting up Sun Day Red, Tiger's new apparel and footwear company. After more than 11 years leading global marketing efforts at TaylorMade Golf, Scott has been part of Sun Day Red since the initial pitch phase of the business. As the company’s Head of Marketing, he is focused on helping scale the brand in North America and globally. 

Scott described to students how the CEO of TaylorMade informed him and his colleagues of an opportunity to pitch the idea for a new company to Tiger. “We had about two weeks to put together a vision of what this business could be and present it to Tiger and his team in Jupiter, Florida,” Scott said. “He looked across the table at us afterward and, after a pause, said, ‘You guys get me.’ From a legacy and trust standpoint, Tiger elected to go with us.” 

How did they do it? “We went off-site as a small team to see his childhood home, and we played a round of golf at the Navy course where he famously played in his youth. We looked for inspiration everywhere to find out who he is and how he grew up so we would represent the brand in the right light.”

After seven months of creating an apparel line, Sun Day Red was launched to top lifestyle outlets worldwide and, Scott said, “every single sports journalist and company, golf company, and golf media outlet you could imagine. Erin Andrews even hosted us. It was great!” A New York media tour followed, including an appearance by Tiger on The Tonight Show Starring Jimmy Fallon and TODAY. The net result—the company hit its first month’s sales goal in just 24 hours! 

Scott’s exclusive insider’s view very much piqued the interest of the sports management students. “It made me realize there is a whole world of behind-the-scenes activity for a brand like Sun Day Red that you do not see. So much goes into every decision,” said Maxim Pitts ’25, who is on Canterbury’s Varsity Golf team and purchased a Sun Day Red sweatshirt just a few months prior. “Marketing is cool, and I love sports—so I appreciated seeing the job opportunities in a career like this.”