As ASU ushers in a new era of the prominent pitchfork, the omnipresent and beloved Sparky the Sun Devil mascot may be slowly fading into the background.
The athletic department developed a Nike-sponsored campaign to feature a fierce pitchfork and overhaul the ASU brand on everything from t-shirts to athletic uniforms.
The new look was unveiled on April 12 to mixed student reviews while the ASU Sun Devil campus bookstore on the Tempe campus is reporting an increase in interest and profits, according to campus bookstore officials.
Elio DiStaola, director of public and campus relations for Follett Higher Education Group, said the new items featuring the pitchfork are extremely popular.
Follett has managed the student store since May 2011 and launched items of all kinds featuring the new logo in April.
“Everyone is excited about it,” DiStaola said. “All the products are hot and selling well. It’s really been a home run, and it’s drawing major attention for the ASU Sun Devil Campus Bookstores.”
DiStaola said the demand for the new merchandise is driving sales and profits for the coming school year.
“We are already seeing increased traffic and we expect sales to be strong throughout the rest of the year,” DiStaola said. “The new mark has done an amazing job cutting across all ages and types of fans, and we are seeing that reflected in the demand for the products.”
But some students said they aren’t jumping on the pitchfork bandwagon just yet.
Secondary education freshman Chelsea Seiferth said the change may not even be necessary.
“It’s always been Sparky, it should always be Sparky,” Seiferth said. “When you think of ASU, you think of Sparky.”
Elementary education junior Kalyn Seiferth said she bought several of the Sparky branded items while the student store offered discounts on the old logo.
“I think they should have stayed with Sparky,” Seiferth said. “Sparky is still here, but no one is going to see him anywhere.”
Biology freshman Daniel Mizell didn’t take either side of the debate but said the change could signal the university is willing to be innovative regarding its image.
“My gut reaction was, I didn’t really care either way,” Mizell said. “I don’t think it’s going to change student perspectives too dramatically, but I think it shows a willingness to try and evolve.”
Reach the reporter at brennan.j.smith@asu.edu
