Taking Sun Devil Spirit Across the Pond: From Tempe to London
When the Arizona State Sun Devils take the field against the Kansas Jayhawks on September 19 at Wembley Stadium in London, the Union Jack Classic will give the Sun Devil community an opportunity to experience ASU football on an international stage.
But the experience extends well beyond the fans making the trip across the Atlantic.
From Sun Devil Athletics and Alumni outreach to Licensing, Marketing, Merchandising, and campus retail, teams across ASU are working together to build excitement around the game and give students, alumni, faculty, staff, and fans ways to be part of this unique moment, whether they are headed to Wembley or cheering from Arizona.
Turning an International Game into a Sun Devil Experience
When the London game was announced in fall 2025, the Follett team began planning early to create a merchandise experience that would capture what made the occasion different. London itself became an important part of the story.
Working with ASU licensing partners and vendors, the Follett team explored designs, brands, products, and price points that brought together ASU traditions with elements of the Union Jack Classic and its London setting.
The goal was to create more than traditional football merchandise. The collection gives Sun Devil fans a tangible way to commemorate an international experience and feel connected to the excitement surrounding the game.
Creating Merchandise for London and Fans Back Home
The Union Jack Classic collection was developed to offer something for a wide range of Sun Devil fans, from those packing their bags for London to those celebrating closer to home.
Follett worked with brands including Blue 84, Retro Brand, Adidas, Branded Bills, and D Hudson to develop different looks, colors, products, and price points. The assortment includes:
- T-shirts and sweatshirts
- Hats
- Cooler-weather options for fans traveling to London
- A commemorative football featuring the game logo
- Special-edition merchandise incorporating ASU, Union Jack Classic, and gameday elements
Each piece was designed to connect specifically to the occasion, incorporating elements such as the game date, team logos, and Union Jack Classic branding. The result is merchandise that can be worn throughout the football season while also serving as a keepsake from a unique moment in ASU football.
Campus Collaboration Brings the Story to Life
The Follett team has worked closely with Sun Devil Athletics, Licensing, Marketing, and ASU’s alumni outreach group to connect the store experience with the broader excitement surrounding the game. That collaboration has helped move the merchandise beyond the store and make it part of the story ASU is telling around London.
One example came through a collaboration with Sun Devil Athletics featuring Sparky, the ASU mascot, preparing for the trip. In a social video, Sparky packs the necessities for London, including pieces from the Union Jack Classic collection available in Sun Devil Campus Stores. The content gave fans a fun look at the merchandise while connecting it directly to the anticipation of traveling to London and experiencing the game.
“Our goal is to make the London game feel like something the entire ASU community can participate in, even thousands of miles away. The store serves as a physical touchpoint where fans can get into the spirit, find something special to wear, and feel connected to the excitement surrounding this unique game,” shared Christopher Hanks, Campus Store Director.
That same approach extends into the stores, where dedicated London displays at multiple Sun Devil Campus Store locations create an immediate visual connection to the game and give fans another way to experience the excitement locally.
Connecting Sun Devils to a Milestone University Moment
The campus store serves as a bridge between ASU and its community, helping turn milestone moments like the Union Jack Classic into experiences everyone can share. Through merchandise, storytelling, and campus collaboration, the store gives Sun Devils a tangible way to celebrate their connection to the university.
Whether a fan is preparing for London or cheering from Arizona, the goal is the same: help them feel connected to the excitement, tradition, and community that make being a Sun Devil special.
Ready to gear up for London? Visit the ASU Campus Store to explore the Union Jack Classic collection and be part of this international Sun Devil experience.