In a cultural shift across sports fandom and the demand for year-round relevance, the Minnesota Vikings launched an entirely new department dedicated to growing and strengthening the brand through Helmets Off, lifestyle-centric, culture-driven storytelling.

This evolution builds on the team’s legacy while expanding its relevance outside of sport, shifting focus to entertainment, fashion, food, music, and community. Designed to deepen emotional connection and attract a new generation of fans, the department integrates the lifestyle of sport, developing new media verticals across content, partnerships, product, and experiential platforms. Moving beyond the idea that success is defined solely by game days, the department embraces the full spectrum of what it means to be a Viking — spotlighting the people, personalities, and culture that exist outside the hashmarks.

Scaled across social and digital, in-stadium, broadcast, brand campaigns, and original programming, this new era positions the Vikings not just as a football team, but as a brand embedded in the fabric of its creativity and the everyday lives of its fans.