Northwestern’s Under Armour sales continue to rise in the early part of the football season, as gameday shoppers fill stores after wins, according to Crain’s Chicago Business.

As the co-owner of the university’s official merchandise store, Let’s Tailgate Inc., Cindy Gaborek cites the quality of the jerseys and the positive vibes from NU fans as reasons for the increase in purchases.

The promoting of NU’s “Chicago’s Big Ten Team” campaign has also contributed to increased sales, according to the article.

“The jerseys are better constructed than the Adidas ones, they have numbers on the shoulders — people love them,” Gaborek said in the article. “Also, winning helps.”

The undefeated 4-0 start to the season has attracted shoppers to jerseys of two NU quarterbacks, No. 2 Kain Colter and No. 13 Trevor Siemian, as well as a newer style of coach Pat Fitzgerald’s No. 51 uniform.

— Paulina Firozi