Sub Rosa was tasked with incorporating these ideas into the TGR narrative, so that as the brand scaled and entered new markets, it would be instantly identifiable as an extension of Woods. But they also wanted to create a business that could exist apart from its namesake, like, say, Paul Newman’s food empire. “How can Tiger’s global fame and recognizability both empower the new brand, but not create a dependency that would undo longevity?” says Kempler, describing the kinds of conversations he’s had with Woods.”