Tiger Woods unveiled his personal brand, The Sunday Red, after parting ways with Nike in January.

Here are my takeaways from the news:

Firstly, this is a brand built for and with Tiger Woods—one of the biggest names in the sports world. This can differentiate him from other brands since the endorsement model is broken, particularly when it comes to signature athletes. Oftentimes, what we would find is that companies will have these products already in the pipelines waiting for athletes, and that does not do great things for either side, the brand or the athlete. I think we are continuing to see athletes invest and become enterprise leaders rather than endorsement athletes. Which leads to my second point: personal brand. The most powerful people and brands are "personal". The way I see it, we are witnessing a shift in consumer goods space, from traditional consumer brands to personal brands. Examples include Kim Kardashian with Skims and Logan Paul making waves in the beverage industry. All of these people are very powerful and they create multi-billion dollar businesses off of their brand. Why shouldn't athletes do the same?

I much prefer seeing athletes like Tiger put their name on something, build something, take a risk, because when it is no risk, there is no reward. Therefore, we must give credit to these athletes who are leveraging the power of their personal brand to build a business for them and future generations.