“This store is the direct result of listening to our constituents—loyal alumni, staff, fans, parents, and students,” says Dartmouth Senior Associate Athletics Director Chris Celona. “They wanted to wear the products they saw on the field, and we wanted to offer our fans what they were looking for.” 

Chris explains that Dartmouth sports fans had repeatedly asked over the years to buy the specific Dartmouth gear that they saw players and coaches wearing at games, such as player jerseys, sideline polos, jackets, and hats, so the athletic department came up with a plan to make that gear more accessible to the fans.

According to Chris, Dartmouth Athletics had already had a successful partnership with Follett, an online retail athletic wear company, for over 10 years. When Dartmouth Athletics was looking to build out a team store, sell merchandise at ticketed events, and revamp their online store (for Dartmouth fans across the country), they turned back to Follett, which also provides gear for many other colleges and has a wide array of products. 

“They do an unbelievable job at creating a unique shopping experience,” says Chris. “The store is operated by Follett, but commission from sales directly benefits Dartmouth Athletics, including anything sold online, in the store, or at events.”

Plenty of High-Quality Options

Store manager Katy Norra.

Campus store manager Katy Norra points to the brand-name logos of the companies that make their clothing, such as Nike, Columbia, and Champion. These brands carry a guarantee of higher quality items. She shows off a current favorite item, which is the “DARTMOUTH” sweatshirt that has the individual white letters neatly stitched on green fabric. Nearby hang green and white hockey jerseys that are identical to the ones that the players wear, as well as Dartmouth hockey hoodies. A special gray commemorative T-shirt made just for the 2024 Ivy-League championship football win is also a popular item. And for those seeking eco-friendly choices, a Champion sweatshirt for sale is committed to “minimizing environmental impact.”

In addition, the store has plenty of choices for those seeking a more understated look. For the days when you don’t plan to be cheering on the sidelines in a sea of green, Dartmouth Authentic carries fleeces, windbreakers, and half-zip jackets with a subtle “Dartmouth” embroidered just a couple inches long on the upper left side.

Beyond Athletic Team Gear

Although the shop carries a lot of Dartmouth gear for sports with ticketed games, including football, hockey, soccer, basketball, and lacrosse, other varsity sports’ team gear is available. For example, the store currently has a wide array of authentic rugby team gear. The website carries gear from all varsity sports, including skiing, sailing, baseball, softball, rowing, tennis, and equestrian. “If teams or organizations want custom gear, even if it isn’t an athletic team,” says Katy, “we can do that for them.”

Chris points out that inventory will constantly be rotated in the store with seasonal sports, allowing
shoppers to find what they need for the changing New England weather and the changing sports landscape. “New items are added weekly to the store,” he says. The website also continues to expand its offerings.

Now that the snow has melted, Katy notes that golfers get very excited to see the high-end Peter Millar golf clothing in a large display on the left side as one enters the store. “One customer went running back out onto the sidewalk to get her husband and tell him that we have Peter Millar,” she says with a smile.

Mugs, Onesies, and More!

The store is packed with every manner of Dartmouth gear, all sporting the Dartmouth name, or just the big “D” or lone pine logos. They sell everything from mugs and decals to license plate frames. Pom-poms, giant foam hands, and blankets are popular for game day. Children’s T-shirts and sweatshirts and baby onesies can be found in the rear of the store, and a full array of knitted hats, mittens, and scarves are seasonally available along with caps and umbrellas. For kids of all ages, the store carries stuffed bears wearing Dartmouth shirts and wooden Dartmouth Big Green toy Zambonis. Dartmouth “Mom,” “Dad,” and “Grandparent” gear are also for sale, as well as special alumni gear with “Alumni” stitched artfully below “Dartmouth.” The store prepares for Alumni events by adding new inventory.

The Hanover Dartmouth Authentic storefront had a soft opening on October 28, 2024, just in time for homecoming in early November. According to Katy, the walls were painted and furniture was installed in time for Christmas. The street-front Dartmouth Authentic sign went up in early March of 2025 as the final touch for the grand opening day party, which included raffles and refreshments. Attuned to giving back to the community, the shop regularly donates gift cards to Dartmouth athletic fundraisers. 

Dartmouth Authentic

24 Main Street

Hanover, NH

www.bkstr.com/dartmouthstore/home