In the ever-evolving landscape of sports merchandise, few success stories rival that of UNRL, a Minnesota-based company that has revolutionized team apparel with its unique approach to design and fan engagement. At the heart of this innovation is Eli Corbett, a self-taught graphic designer whose journey from creating Vikings fan art to becoming a key player at UNRL exemplifies the power of passion and perseverance.

A Self-Taught Journey
Starting his design career in 2017, Corbett built his skills through YouTube tutorials, combining his lifelong Vikings fandom with a newfound love for graphic design. “I love the Vikings. How can I marry these two loves?” Corbett recalls of his early days. What began as practice through fan edits and passion projects has evolved into professional work with Thursday Night Football and multiple NFL teams.

Interestingly, Corbett’s academic background isn’t in design at all – he majored in vocal performance in college. “I can be popular at karaoke night sometimes, but that’s about all I do now in terms of music stuff,” he jokes.

The UNRL Revolution
UNRL, based in St. Paul, Minnesota, began its NFL journey in 2021 with Vikings-themed hoodies that quickly became must-have items for fans. The limited-edition drops would sell out within minutes, with some items appearing on eBay at inflated prices shortly after release.

“It wasn’t the copy and paste, let’s slap a logo screen printed on a gray sweatshirt and call it good,” Corbett explains about UNRL’s unique approach. “You could tell right from the jump that so much more effort goes into these pieces. They really designed these pieces with the fans in mind”.

Expansion and Growth
The company’s success with the Vikings led to expansion, now working with eight NFL teams. While the immediate sell-out phenomenon hasn’t yet replicated in other markets, the brand is gaining traction, even attracting NFL players as customers. Chris Boswell, the Steelers’ kicker, has become a brand ambassador of sorts, regularly ordering UNRL gear for his teammates.

Behind the Scenes
Despite its massive impact, UNRL operates with a lean, efficient team. Corbett serves as the primary graphic designer for the marketing team while also contributing to product development. One of his notable successes was the “bring your ass” hoodie created during the NBA playoffs, which sold 1,000 units in just two minutes.

“We’re perceived as this giant company, but we really do have a very lean, efficient team,” Corbett notes. Currently, he’s co-heading the NFL 25 assortment, bringing his fan perspective to product design.

“It’s not work,” Corbett reflects on his role. “You go to work and you’re playing, you know, you’re doing everything that you wanted to do”.

Special Collaborations and Community Impact
One of UNRL’s most meaningful projects was a collaboration with Masonic Children’s Hospital, featuring Vikings players Harrison Phillips and CJ Ham. The initiative brought together children’s creative ideas to develop a unique hoodie design, showcasing the brand’s dedication to community involvement.

“That was so special to have Harrison Phillips and CJ Ham spend some time with the kids over at the hospital,” Corbett explained. “It was a culmination of so many different design ideas. That was a really special product, not just from the story perspective, but it was all encompassing.”

Expanding Product Lines and Fan Feedback
UNRL has been actively expanding its product range, with particular attention to women’s apparel. The brand’s full women’s assortment has performed well, prompting plans for future expansion.

When discussing fan preferences, Sally Spice emphasized the importance of versatile designs: “I really like a zip up, not just a quarter zip. I’m a zip up girl. I don’t have to mess up my hair and all that.”

Player Interactions and Brand Growth
Corbett shared his experiences working with various Vikings players, including recent interactions with Dallas Turner, T.J .Hockenson, and Josh Metellus. “Most of these guys are so genuine. They’re just such good dudes and they embody the culture that KOC and Kwesi are successfully creating over at TCO.”

The designer’s journey from creating sports designs on Instagram to working directly with NFL players has been remarkable. “It’s been insane,” Corbett reflected. “Like it was my second or third day in the office… and I turn around and there’s Harrison Phillips. And I’m just like, ‘Oh yeah, I guess this is my life now’.”

Future Dreams and Collaborations
Looking ahead, Corbett revealed his dream collaborations, including an ambitious project with Justin Jefferson. He also expressed interest in a potential “three deep” collaboration with Vikings legends Jake Reed, Cris Carter, and Randy Moss.

“To honor those Vikings legends in some way would be a very cool kind of collaboration or something that I think we could get involved in,” Corbett shared.

The conversation highlighted UNRL’s unique position as a brand created by fans for fans, emphasizing their connection to the Vikings community and their commitment to quality merchandise that resonates with the fanbase.

Quarterback Position Finally Settled
“We have our guy. His name is J.J. McCarthy and he is the future of Minnesota Vikings football,” emphasized Eli Corbett, noting the team’s ability to build around McCarthy with available cap space and the presence of “quarterback whisperer” Kevin O’Connell.

The discussion addressed recent rumors linking the Vikings to veteran quarterbacks like Matt Stafford and Aaron Rodgers, which were firmly dismissed as baseless speculation.

KOC’s Coach of the Year Honor
The conversation highlighted Kevin O’Connell’s Coach of the Year award, with Corbett expressing no surprise at the honor despite strong competition from other candidates like Dan Campbell of the Detroit Lions.

“KOC is our guy. He has completely flipped the Vikings culture,” Corbett stated. “Him and Kweisi have been an incredible blessing to the Vikings fan base and to the organization as a whole”.

Draft Strategy and Pick Acquisition
With only four draft picks currently available, discussion turned to potential trade strategies. The Vikings are expected to pursue additional draft capital, with Corbett suggesting the team has tradable assets that could help acquire more picks.

“Kwesi’s got to be going out and trying to get a couple more picks just to shore things up a bit,” Corbett noted, though he also mentioned the possibility of following the Rams’ aggressive “F them picks” strategy to pursue immediate success.

Creative Vision for Vikings’ Future
The conversation also touched on potential uniform innovations, with Corbett sharing his vision for a “blackout” theme at U.S. Bank Stadium, complete with black and purple smoke effects for primetime games.

While some fans criticized the concept as too similar to the Ravens’ style, Corbett defended the creative approach: “Come on, guys, let’s have a little bit of an imagination. This could be very, very cool”.

The discussion showcased a Vikings organization focused on building around young talent while maintaining creative and strategic flexibility for the future.

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Looking Ahead: The Future of Vikings Merch

As the Vikings move towards future seasons with heightened fan expectations, UNRL’s role in shaping the franchise’s visual identity grows. Sally wraps up the episode with key insights from the industry experts on what lies ahead for team branding and fan engagement. Encouraging enthusiasm for the unknown, UNRL challenges conventions and defies norms, crafting the future of Viking pride one piece of apparel at a time.

Conclusion

The latest episode of “Skoldiers & Spice” is more than a glance behind the curtain at UNRL’s designs; it’s a testament to the powerful synergy between sports, branding, and community. As Sally Spice highlights in this episode, the future of fan engagement and team merchandise is bright. Tune in to explore these themes further and witness the unfolding of a new era in Vikings history.

Join Us and Fan!
Guest and graphic designer extraordinaire Eli Corbett @eli_corbett of UNRL.com joins Sal Spice @SalSpice on this episode of “Skoldiers & Spice” with Dave Stefano @Luft_Krigare producing this Vikings 1st & SKOL @Vikings1stSKOL show. We’re partnered with Fans First Sports Network @FansFirstSN and their NFL feed @FFSN_NFL. #SKOL #Vikings!