Iowa State is on a roll. The football team has already trademarked this year as one of pride, triumph and touchdowns. The team’s success on the field is also leading to success off the field for local sportswear retailers.

“The sale of Iowa State merchandise is directly tied to the victories of the football and other sports teams,” said Mike Shupp, general manager of University Book Store. “And since we’ve had one great season so far, kids can’t get enough of the gear.”

For every six points scored by the Cyclones, UBS gives a 5 percent discount on clothing items on Mondays following home games.

“Usually we are looking at 25 to 30 percent off and that has been bringing in a lot of students,” Shupp said.

ISU merchandise sales have skyrocketed because of the ISU football season. The more wins, the greater the desire to support the Cyclones. From hooded sweatshirts, T-shirts and sweatpants to flags, car magnets and cell phone covers, products sporting the ISU emblem have flown off the shelves.

“It’s always exciting. Everyone wants to be a Cyclone fan when we are winning,” said Christi Ross, employee of Campus Book Store, 2300 Lincoln Way. Ross said their customers range from the students to alumni to residents of Ames.

“It’s a fact — winning teams always help sales,” Ross said.

Because of the success, Sue Kessel, manager of T-Galaxy, 206 Welch Ave., said they were able to open up a women’s department and to expand their kids’ section.

“We are now able to test new markets and expand on existing ones, only because we are winning,” she said.

The Strawberry Patch, a store in North Grand Mall, has seen a 30 to 40 percent increase in sales of ISU clothing and items, said manager Sarah Ritter. And they were having a hard time keeping jersey No. 15 in stock.

“Everyone wants Seneca [Wallace] and they want their hooded sweatshirts,” Ritter said.

All stores have reported hooded sweatshirts as their biggest sale, followed closely by jerseys, Heisman hopeful T-shirts, and anything with the number 15. Stores have noticed a large increase in sales, and they all love it.

“It’s such a fortunate thing to have happen,” Kessel said. “Pride is at a peak.”

The Cyclones still have a rough schedule ahead of them. But the fans will be out, loving the Cyclones in their shirts and pants, said Nikki Hausman, junior in marketing.

“No matter how the boys do, they’ve brought pride back to every fan, and that’s something that will hopefully be around for a long time,” she said.