The Varsity Coolers Story

It started with a gap in the market. In 2021, we set out to make soft coolers with more swagger. At the time, coolers fell into two extremes: your mom’s lunch box or bulky hard-shell boxes that were awkward to move. We wanted to change that by bringing the aesthetic of a retro duffel bag into the cooler space—something stylish, versatile, and functional.

Versatility became our signature. Our first launch introduced our 1.0 lifestyle coolers in All-American, Camo, and 90s-inspired styles. Almost immediately, people realized our duffel-style coolers weren’t just for tailgates—they doubled as travel bags. That versatility became a defining part of our brand.

Then came the breakthrough. The real breakthrough came with our Buffalo-themed coolers. A viral demo video showing the bag holding 30 cans on ice, or all the essentials for a tailgate, put us on the map overnight. What made it even more meaningful was our partnership with the Patricia Allen Fund—Josh Allen’s charity supporting Oishei Children’s Hospital. Suddenly, our cooler wasn’t just a product; it was tied to community, culture, and cause.

With the Buffalo launch, we introduced our signature magnetic flap. It made the cooler easier to use without always reaching for the zipper. We added stretch mesh side pockets and upgraded our liners with a playful chicken wing print. That small design choice sparked a bigger realization: coolers could tell stories.

We took that storytelling to the golf course. We designed our duffels to fit perfectly in the back of a golf cart and qualify as carry-on travel bags. When we leaned into golf, demand exploded. That led to the creation of the CourseCruiser—a golf-specific cooler with two insulated compartments (so each golfer had their own section), a shoe compartment, mesh and secure pockets, and a built-in bottle opener. We elevated the design with sports nylon and genuine leather trim, because we believed a cooler should carry the same class as a premium golf shirt. The CourseCruiser wasn’t just a cooler; it was a lifestyle accessory. In 2024, Golf Digest named it to their “Must-Have Gift List,” cementing its place in the market.

From the course, we went to the city. From there, our city series took things to another level. Chicago, Philadelphia, and Cincinnati all inspired designs that included city maps on the bottom, landmark collages under the flap, and subtle icons hidden across the exterior. We played with team colors, stripes, and banners while staying unlicensed—giving us creative freedom. Even the strap got attention, with the city name integrated into the design. That’s when we coined a phrase that still guides us: functional, elite, and aesthetically unique.

As demand grew, we expanded into more football and baseball markets. Each design tied deeper into the culture of the city—like embedding Houston’s slab-car and lowrider culture into their cooler.

In 2024, we went official. In 2024, we became officially licensed with four NCAA schools: Michigan, Nebraska, Oklahoma, and Texas A&M. But we didn’t stop at logos—we captured school culture. Our backpacks featured hidden murals printed on the back panels (the part that rests against your back). For Oklahoma, that mural depicted the school’s legendary Heisman winners. It was an Easter egg most brands would never think to attempt, and customers loved the surprise.

Major brands took notice. Our custom design capabilities soon caught the attention of major corporations. Modelo was the first. While most brands could only slap a logo on an existing cooler, we gave Modelo full creative control—from the straps to the inside liner. Their cooler featured rich blue tones with gold accents on the outside and a reflective gold interior that echoed their iconic bottle. From there, we created custom pieces for major corporations, global beverage brands, and some of the top golf courses in the country.

We re-engineered our manufacturing process to support a 100-unit minimum order quantity for fully custom coolers. It was an unheard-of benchmark in the industry and unlocked a wave of partnerships with country clubs, corporate events, and golf tournaments.

Today, we are storytellers. Today, Varsity Coolers is more than a cooler company—we are storytellers. We design products that embody cities, schools, sports, and culture. We’re building a brand that lives at the intersection of lifestyle, function, and identity.

As we head into the next chapter, we’re launching new collaborations. That includes a Buffalo bag with the Patricia Allen Fund and Zubaz, re-releases of fan favorites like the Philly backpack, and the introduction of the CaseCruiser—a gentleman’s compact case for bourbon and cigars that fits right in your golf bag.

Varsity Coolers has always been about more than keeping drinks cold. We’re about creating functional art that turns heads, sparks conversation, and represents where you’re from and what you love. And we’re just getting started.

Mike Novak - Founder of Varsity Coolers