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A Hole-in-One Event: Tiger Woods’ Sun Day Red Launch
Learn how TaylorMade Golf launched Tiger Woods’ brand, Sun Day Red, leveraging Commerce Cloud with speed, security, and flexibility. Launch day brought the biggest day of sales in company history.
Important: This session is first come, first seated. You do not have a reserved seat.

, Associate Director, Digital Commerce Products & Programs, TaylorMade Golf Company

, Head of Global Digital Commerce, TaylorMade Golf

, Senior Director, Product Management, Salesforce

Role: Commerce
Industry: Retail, Consumer Goods
Product: Agentforce Commerce
Session Level: Intermediate
Session Type: Theater
  • Tuesday, Sep 174:00 PM - 4:20 PM PDT
    (11:00 PM - 11:20 PM GMT)
    Moscone West, L2, Codey Theater
Session Summary by Einstein: The launch of Tiger Woods’ new brand, Sun Day Red, highlighted a powerful story of rapid innovation, agility, and strategic execution. In just 5 months, the brand was brought to life on Salesforce B2C Commerce. Stephanie Johns, Director of Digital Commerce, and Hani Yassin, General Manager, discussed the strategic decisions that allowed for such a swift and confidential launch. Key to their success was choosing the right platform that met all of their requirements, leveraging existing integrations, and adopting a phased approach to development. One of the most impressive aspects of the launch was its marketing strategy, which created substantial anticipation before the official release. A reservation system helped engage consumers and drive demand even before the product hit the market. The success was reflected in the immediate high sales volume, validating both the strength of the Salesforce platform and the effectiveness of the go-to-market strategy.
Key Takeaways by Einstein:

• The Sun Day Red brand's swift and successful launch was facilitated by Salesforce Commerce Cloud, a phased approach to development, and a clever marketing strategy to engage shoppers before products were available for sale and distribution.

• A phased development approach, starting with a landing page and evolving into a reservation system, proved effective in managing scope and building anticipation.

• The marketing strategy, which cleverly utilized a sense of exclusivity and the appeal of Tiger Woods, significantly contributed to the brand's immediate success upon launch.

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