A marketing plan for a Twin Cities apparel brand built around regional sports identity.
UNRL is a Twin Cities lifestyle apparel brand. Group strategic-marketing-plan project at Georgetown (MPS Sports Industry Management) covering SWOT, audience, advertising, sales, sponsorship, and publicity.
Minnesota sports fans first, regional second, youth-driven over time.
- Primary. Minnesota sports fans and team affiliates.
- Secondary. Adjacent-state markets (Wisconsin, the Dakotas, Iowa) and youth audiences who lean into team-affiliated streetwear.
Traditional + grassroots + digital + social.
- Traditional. Out-of-home placements in high-traffic Twin Cities corridors and event proximity.
- Non-traditional / grassroots. Local meetups, watch-party sponsorships, athlete capsule drops.
- Digital. Geo-targeted programmatic against MN fan affinity audiences.
- Social. Creator-led storytelling around team rivalries and gameday rituals.
Limited-edition team partnerships and venue-proximate pop-ups.
- Limited-edition team partnership drops.
- Pop-up retail at U.S. Bank Stadium, Xcel Energy Center, and Target Center on event days.
- Hospitality and corporate gifting tied to team partner activations.
Anchor brand alignment with regional sports properties.
- Vikings. Co-branded apparel and gameday activation.
- Wild. Limited drops tied to playoff runs.
- Timberwolves. Youth-skewed streetwear collaborations.
- NCHC. Collegiate hockey footprint for youth and student segments.
Limited-edition PR, regional news, sports-talk earned media.
- Limited-edition launch PR with regional news pickup.
- Earned media on regional sports talk shows.
- Athlete and influencer endorsements tied to drops.
I worked across the audience, sponsorship, and publicity sections. Pushing the team toward sponsorship choices anchored to the brand's actual regional identity (Vikings, Wild, Timberwolves, NCHC) rather than reach-first national property targets. With three years of agency-side perspective since this plan, the addition I'd make today is a measurement layer: tying each sponsorship lever (jersey patch program, gameday pop-ups, athlete capsule drops) to a specific category of brand outcome. First-time customers acquired, average order value, repeat purchase rate. So each lever can be defended on its own and the plan is iterable mid-season instead of recapped end-of-season.
- Strategic marketing planning
- SWOT analysis
- Audience segmentation
- Brand-property fit
- Regional sponsorship strategy
- Cross-channel advertising
- Sponsorship measurement