Grand Valley State University students, alumni and fans can now purchase GVSU affiliated merchandise at the Gerald R. Ford International Airport in Grand Rapids after the creation of a partnership between Affinity Licensing and the University. The partnership aims to showcase the prominence of GVSU in the Grand Rapids community. 

The merchandise was available before GVSU’s move-in week, so those traveling through the airport to the University had the opportunity to see GVSU represented and grab some gear before coming to campus. The Gerald R. Ford International Airport previously has sold gear from other universities in Michigan. To make the partnership happen, GVSU worked with several team members at the airport. 

“The airport itself was very open to adding GVSU to their lineup,” said the University’s Executive Associate for Public Affairs and Communications Sarah Abel.

Abel said those in charge of the project hope students or families traveling to West Michigan through the Gerald R. Ford Airport feel pride and excitement that the University is part of their experience.

“The benefits for the University in this situation are huge,” Abel said. “Now, when people arrive and depart from Gerald R. Ford International Airport, GVSU is represented as a flagship institution in the community. The partnership itself provides visibility to the college, and (is a) convenient way to shop and represent GVSU.”

Many in the GVSU community feel that gear sales are a milestone towards more recognition for the University, and will better represent a large demographic of the city in which the airport resides. Incoming freshman Lauren Palencik said she was excited about GVSU merchandise being sold at the airport. 

“It makes me feel like I go to a well-respected school,” Palencik said. “It’s great when a city can take pride in an academic institution within the area.” 

GVSU freshman Olivia Carlson said she will enjoy seeing merchandise representing her university at the airport. Carlson also thinks it is a great marketing opportunity for GVSU.

“I love that in Grand Rapids, our school is being promoted,” Carlson said. “Who doesn’t want some awesome GVSU merchandise?” 

GVSU is not only just branching out by selling gear at the airport. In March 2024, a new Laker Store opened up in the heart of downtown Grand Rapids next to Rosa Parks Circle. The store allows for more students on the Pew campus and GVSU fans in Grand Rapids to support the University.