Vikings’ Justin Jefferson just as good building his brand as he is catching passes, scoring touchdowns

On Nov. 13, star wide receiver Justin Jefferson made an epic leaping, one-handed catch on fourth-and-18 late in a game at Buffalo to save the day for the Vikings. Not long after that, his marketing group had T-shirts and hoodies out depicting the grab.

Last Sunday at Detroit, Jefferson set a Vikings single-game record with 223 yards receiving. So might there be some garb coming out soon to make note of that?

“We might just have to,” Jefferson said.

In his three seasons with Minnesota, Jefferson, nicknamed “Jet,” has developed into the one of the most popular players in the NFL. He has shattered a number of records, and is currently second in fan voting among all players for the Pro Bowl Games.

Jefferson’s marketing group has been working diligently to take advantage of his stardom. On his website officialjettas.com, you can order all sorts of Jefferson-related merchandise, ranging from T-shirts to hoodies to beanies to stickers to phone cases to water bottles. Many feature a Griddy logo that plays off the Griddy dance Jefferson has helped popularize since he starred at LSU and then broke loose as a Vikings rookie in 2020.

The logo was available on a recent six-piece clothing collection that was sold in a deal this fall with Under Armour, including at its Mall of America store. And the goal is for Jefferson to have his merchandise available at some point in many stores across the country.

“Of course I would like to really be one of the hottest athletes for merchandise and stuff like that,” Jefferson said. “It’s always a good idea to reach out to the fans who want to support you and, of course, seeing your merchandise a lot of places definitely makes you feel a lot better.”

Playing a key role in the marketing of Jefferson is his brother and manager Jordan Jefferson, who was a quarterback at LSU from 2008-11. After Justin helped lead LSU to the NCAA title with a 42-25 win over Clemson on Jan. 13, 2020, the merchandising wheels began to churn.

“As a brand coming into the NFL, that was a concept he wanted to have for himself,” Jordan said. “When he first got out of college, he won a championship game, and the following week he had his own merchandise that was like a championship core concept. So this is something that he always wanted to do.”

After the Vikings grabbed Jefferson with the No. 22 pick in the 2020 draft, the website was launched for him to sell merchandise. And after he broke loose in his third NFL game, catching seven passes for 175 yards and a touchdown against Tennessee, his popularity really began to soar.

After the touchdown against the Titans, Jefferson did his Griddy dance in the end zone. His marketing people used a photo from that play to come up with his Griddy logo, which features Jefferson holding fingers around each of his eyes.

In Jefferson’s deal this fall with Under Armour, Jordan said the store at the Mall of America sold out of “hundreds” of items in a week or two.

In the deal, Jefferson said he got a lot T-shirts and hoodies to pass out to teammates and coaches at the TCO Performance Center. And he’s definitely been doing that.

“I’ve got all types of J.J. gear,” fellow wide receiver K.J. Osborn said. “Everybody in the building is walking around with J.J. gear.”

During two news conferences this fall, Vikings coach Kevin O’Connell has shown up at the podium wearing a hoodie with Jefferson’s Griddy logo on it.

“We’ve got some superstars with their own clothing lines around here, and it’s not just J.J., so I try to be supportive of the guys,” O’Connell said. “As I tell them, I’m a big fan of free gear, so if it shows up on my desk, I’m going to try to find a way to wear it.”

Running back Dalvin Cook and wide receiver Adam Thielen are other notable Minnesota players with clothing lines. Jefferson has been thankful to see O’Connell wear his gear and doesn’t deny that it’s free advertising.

“He’s always showing love,” Jefferson said. “To have the head coach wearing your clothes, it’s a good feeling.”

O’Connell replaced the fired Mike Zimmer, who was Jefferson’s coach his first two seasons with the Vikings. Jordan said Zimmer was given some Jefferson garb. Zimmer apparently didn’t wear it in a visible setting, but Jordan said “that’s not something that we take personally.”

The gear on the website is handled and produced through agreements with William Morris Entertainment, Jefferson’s agency, and the marketing firm Athlete Studio. Jordan said there is a key desire to put out merchandise that is timely.

On the site now are tree ornaments, holiday apparel and “Jetta Clause” cards. And then there is the “4th & 18 Collection.”

Jefferson’s dramatic catch late in regulation against the Bills kept the Vikings alive in a game they went on to win 33-30 in overtime. Within a week after the play, Jordan said the “4th & 18 Collection” was available with the image of Jefferson’s catch on clothing.

“That was an opportunity to capture and connect that moment with his fan base,” Jordan said.

Because Jefferson’s gear is not licensed by the NFL, he can’t use any NFL or Vikings logos or references. But the use of purple, Jefferson’s jersey number 18 and, of course, his name can make up for that.

“It’s definitely tricky sometimes, but it just goes to show the creativity that you have just to put your own little twist to it and making it your own,” Jefferson said.

T-shirt prices online start at $30 and hoodies at $60. Jefferson doesn’t deny the purpose of the venture is to make money as well as to spread his name.

“A little mixture of both,” he said. “Having my brand out there, spreading the brand, definitely helps me off the field, just putting it out throughout the world, having people buying it and wearing it. And, of course, the money is always a good thing, too.”

Jordan said Jefferson has a fan base that is “national.” He pointed to his brother hoping to follow in the path of what NBA stars Michael Jordan and Stephen Curry and NFL star Tom Brady have done in marketing their own brands.

“Building your brand is something you carry for the rest of your life,” Jordan said. “Even though Michael Jordan hasn’t touched a basketball in 10, 15, 20 years, we still are familiar with the Jordan Brand. … It gives (Jefferson) opportunities after his career. It’s something he can carry for the rest of his life.

“It’s a bit harder for football players to maximize their brand like basketball players because their face isn’t as exposed. But Justin and guys like Tom Brady kind of override that rule because they’re nationally known.”

Vikings cornerback Patrick Peterson was a teammate of Jordan’s at LSU and has known Justin since he was 10 years old. He believes the receiver is on the right marketing path.

“It’s great, especially in this day and age with guys trying to build brands, trying to build their own entities,” Peterson said. “He’s doing a great job about it. Why not try to build a brand that can be as big as it can be while his name is hot?”

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