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Tiger Woods Unveils New ‘TGR’ Brand for Next Career Chapter

October 17, 2016

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This article originally appeared on Golf.com.

Tiger Woods may have delayed his return to competition on the course, but that hasn’t stopped him from making moves off the course.

The 14-time major winner unveiled TGR on Monday, a new enterprise that “unites Tiger’s businesses within a single brand that reflects his vast experience in philanthropy, design, performance, partnerships, events and hospitality.”

The rebranding not only marks the retirement of the iconic TW logo that has accompanied Woods’ business ventures for years but also, according to Woods, signals the beginning of a second chapter in Woods’ career as an athlete and a businessman.

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“As I work toward returning to the sport I love, I’m also taking the next step in what I like to call Chapter 2: my evolution as a competitor off the course,” Woods wrote on his website. “I’ve spent nearly two years developing TGR with my team. And this is what we are about: the pursuit of excellence beyond all limits. I approach everything I do with a mindset to be the absolute best. The method I follow to get there is inspired by precision, with the end goal of elevating standards and the status quo. And I’m always striving for the kind of mastery that naturally results from focus and a willingness to keep learning.”