How UNRL Built a Sports Apparel Brand That Competes With Industry Giants
When people think about sports apparel, the first names that usually come to mind are major global companies. Brands with billion dollar marketing budgets dominate television commercials, sponsor professional athletes, and appear in sporting goods stores around the world. Because of this, many people assume it is nearly impossible for a smaller company to compete in the sports apparel industry. However, one brand has proven that a focused vision, strong branding, and a deep understanding of athletes can create remarkable success. That brand is UNRL. UNRL, pronounced "unreal," has become one of the most interesting success stories in sports business. The company began in Minnesota and grew from a small startup into a respected sports apparel brand with partnerships across professional and collegiate sports. What makes the story especially impressive is that founder and CEO Michael E. Jordan reportedly started the company with only $300 and a vision for creating apparel that...