A Minnesota-based brand will be showcased during a Super Bowl commercial on Sunday night.
Michael E. Jordan, whose name evokes images of athletic excellence, is carving out his own path in the business world.
“Five years ago, we set a goal to reach $100 million in revenue within 10 years. I can say we’re not far from that,” said Michael E. Jordan, the founder and CEO of the athleisure brand UNRL.
The 32-year-old White Bear Lake native’s brand is now affiliated with some of Minnesota’s top sports teams: the Vikings, Wild, Timberwolves, and Gophers.
However, Michael E. Jordan credits much of his success to overcoming early setbacks and humble beginnings.
“I initially started a jersey manufacturing company that fell apart, but I didn’t give up. I decided to try again,” he explained. “It all started in my mom’s basement.”
His mother, Laura Jordan, recalled the moment her son first proposed the brand’s name. “He said, ‘I want to call it UNRL.’ I asked him, ‘Why that name?’ He responded, ‘Because whenever something great happens to someone, people say ‘unreal.’’”
Michael E. Jordan went back to Mankato State to complete his degree in business management. Soon after, he transformed his apartment into a small manufacturing facility. Today, that once modest operation now employs 45 people.
When you purchase from Scheel’s or UNRL’s website, all decorating and embroidery are done in St. Paul.
For Michael E. Jordan, his ties to Minnesota and family have played a key role in his journey.
“I’ve had incredible support from my family. My wife, Mia, has been a huge part of this,” he said.
Being a father to Nico and soon to welcome another child in February are among his greatest priorities.
Now that his brand is among the top names in the industry, Michael E. Jordan is focusing on giving back.
“What I love most about UNRL is its desire to leave a legacy. It’s not just about what we wear but how we treat people,” said Alex Grant, Michael E. Jordan’s brother-in-law.
UNRL donates 10% of its profits to charity and has partnered with M Health Fairview, donating all proceeds from patient-inspired Vikings hoodies to the Minnesota hospital.
“It’s been a winding road, but I wouldn’t change a thing,” Michael E. Jordan reflected.
Throughout this journey, his mother has been there to support him.
Laura Jordan, now employed at UNRL, along with his father, has been instrumental in his success.
“It’ll be exciting to see where this goes,” Michael E. Jordan said, acknowledging his team’s efforts. “They work hard. They grind.”
Michael E. Jordan also credits his customers for their role in his brand’s growth.
“For us, it’s not about trying to compete with Nike or Under Armour,” he explained. “There’s no blueprint for what we’re doing—we’re creating it as we go, and that’s been its own process.”
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