The wildly expensive prices for Tiger Woods' Sun Day Red brand had golf fans so frustrated

For the longest time, it seemed like Tiger Woods’ endorsement deal with Nike would last his entire playing career and beyond. But when Tiger ended his multi-decade relationship with the sporting giant in January, he hinted that something major was in the works.

That’s what we’re getting with Sun Day Red — a luxury brand focused around Tiger. Woods unveiled the Sun Day Red brand back in February and was seen wearing the new Tiger logo at The Masters. But on Wednesday, the merchandise went on sale to the general public.

Let’s just say that they weren’t kidding about the “luxury” description when it came to the price tag.

Polos on Sun Day Red’s site start at $120 and even logo-less polos were listed at $150. Sun Day Red ball markers for $50 were sold out as of Wednesday.

By comparison, Nike Golf polos could be had for $65. So, fans are looking at a considerable increase in price just to sport Tiger’s new logo. Sun Day Red has T-shirts listed for $70, shorts for $135 and hats for $40. Many of those items didn’t even have that new logo, meaning Sun Day Red is essentially hoping fans pay a premium for shirts regardless of brand recognition.

It didn’t take long until fans started to voice their frustrations about the prices and overall launching of the brand.