It’s not every day a company celebrates 100 years of experience between three employees, but the Marquette Spirit Shop isn’t just any place.
Larry Birkett, director of retail and licensing; Julie Mikolajewski, assistant director of merchandising; and Tina Aiello, accounts coordinator, have collectively been working at the Spirit Shop for a century. The answer to their longevity might be simpler than one might think.
“It’s more like a family here, and we all really get along,” says Mikolajewski, who’s been there for 31 years. “We also all come from retail backgrounds versus bookstore backgrounds. We run the Spirit Shop like a retail store.”
Birkett started working at the Spirit Shop in 2002 and was recently named the Licensing Director of the Year by the NIL Store. Like Mikolajewski, Birkett insists that the secret to longevity at the shop is the relationships and the agency he has in a smaller business.
“I think, for one thing, we’re an independent bookstore, so it has a very mom and pop sort of feel to it,” Birkett says. “We have a lot of control and input, and we’re not owned by a large corporation — we are owned by the university. It’s a really great relationship.”
Aiello has been at the Spirit Shop the longest, with 46 years under her belt. She started part-time in 1979 for the back-to-school textbook rush when things were sold at the Holthusen Bookmarq.
“I credit my longevity to the people I worked with and the body of students that have gone through the store — there were some awesome students,” Aiello says. “Marquette has been my second home. Campus has changed so much from when I started, and I love walking around campus and reminiscing. I am proud to be a Marquette alumni and employee.”
Shop talk
All three employees agree that the busiest time at the Spirit Shop coincides with the start of Marquette basketball season. Birkett says that now through the holidays and into post-season play has the biggest impact on sales all year.
Last month, Marquette and collegiate licensing leader CLC, along with Men’s Head Basketball Coach Shaka Smart, launched the new R.G.V. Collection, a merchandise line celebrating the coach’s culture that will help inspire fans while giving back to the campus community.
The co-branded collection includes university colors and logos along with R.G.V., the abbreviation for Smart’s core values: Relationships, Growth and Victory. The philosophy has become a key component of the Marquette basketball program.
The R.G.V. Collection features trend-right apparel from top licensees, including Nike/Jordan Brand, Johnnie O, Cutter & Buck, ’47 and L2, as well non-apparel merchandise from GameTime Sidekicks, Logo Brands and WinCraft. The Collection is available at the Marquette Spirit Shop, Moda3, and area Rally House and Dick’s Sporting Goods stores.
One hot ticket item from last year is back again — the Nike N7 shirt, celebrating National Native American Heritage Month. The T-shirt, as part of Nike’s N7 initiative honoring Native traditions and raising funds for Indigenous youth sports, is navy blue instead of light blue this year.
The T-shirts are designed by Marquette alumna Danielle Barrett, Arts ’24, with the help of Alexandra Gambacorta, Arts ’18, Educational Preparedness Program instructor. Barrett found inspiration from her tribal heritage, which includes vibrant ribbon shirts and skirts, her tribal flag and the intricate beadwork found in fancy dance regalia.
The shirt is available for purchase online.
In April, the Spirit Shop launched exclusive Marquette-branded lululemon products, a collection that brings together two renowned brands, offering students, athletes and fans a unique fusion of style, performance and school pride.
“That day definitely exceeded our expectations, and we did break a single-day sales record that Friday,” Birkett says. “Ninety-five percent of sales were lululemon products and we had even more sales go through that weekend.”
The exclusive lululemon | Marquette collection features a wide range of apparel and accessories tailored to meet the demands of active individuals. From leggings to tops and accessories, each item will be carefully designed to incorporate Marquette’s colors and emblems, allowing fans to showcase their school spirit while staying at the forefront of athletic fashion.
Marquette is the first retailer in Wisconsin offering collegiate lululemon co-branded merchandise.
As the holiday season approaches, Birkett reminds folks to check out the Spirit Shop for gifts and stocking stuffers.
“I would just say come and check us out if you haven’t seen us for a while,” Birkett says. “We have a lot of new products. We do a great job of mixing it up and having a fresh look on things. If you can’t make it into the shop, we have a lot more merchandise now available online at spiritshop.marquette.edu. We have close to 90% of our catalog available online. So, if you can’t make it down to campus, you can shop online.”
