Cactus Sports, an independent ASU merchandise store, is thriving in Tempe

TEMPE – Troy Scoma’s connection to Arizona State goes far beyond running his store, Cactus Sports. He has been a dedicated fan since watching the 1986-87 football season when the Sun Devils beat Michigan in the Rose Bowl.

For more than 30 years, that passion for the team and community has shaped how he runs the store, a small, independently owned merchandise and custom fan-gear shop. His business has become a hub for Sun Devils culture in a world dominated by official campus stores and corporate behemoths.

“Since I returned to Tempe, I’ve only missed five ASU football games,”  Scoma said. “I’ve always been a Sun Devil at heart. The sports teams, the campus, the fans; it’s part of who I am.”

From the merchandise he selects to the custom fan gear he designs and produces in-house, Scoma has built a space that reflects Sun Devils culture and history  

Before becoming a fixture on Mill Avenue, Scoma was a student at ASU, arriving in the fall of 1988. After graduating in 1993, he returned to Tempe in 1995 to join his brother Jeff Scoma as a partner with the company they founded together, Cactus Sports. After six years working alongside his brother, Scoma bought him out in 2001, taking the reins of the store and cementing his place as a lifelong member of the Sun Devils community he continues to serve.

Cactus Sports has spent decades competing against corporate giants like Follett, Lids, and Fanatics, which dominate official campus merchandise. Unlike these chains, which rely on centralized buying and standardized products, Cactus Sports thrives on local knowledge, creative designs and a personal connection to the Sun Devil fan base.

“What do you think the buyer for corporate chains knows about ASU students and alumni or their affinity for Sparky versus the pitchfork? Not much,” Scoma said. “They’re providing for thousands of schools, so there’s no creativity. Everything is standard and mass produced.

“At Cactus Sports we can change a logo, font or the mascot and have it ready for fans in days, not months.” 

Cactus Sports’ success goes beyond selling merchandise. It’s about hospitality and building personal connections. Employees like Nick Cooper, a sales associate at the store, help make every customer feel welcome, embracing the culture Scoma has fostered for decades.

“A lot of customers come here because they’ve shopped at Cactus Sports since college. It’s not just about the clothes or the gear, they want that personal connection,” Cooper said. “We try to remember names, favorite players, even what items they liked last time they visited.”

Running a locally owned business does not come without its challenges. Retail rent on Mill Avenue, changes in event schedules that affect foot traffic and economic fluctuations all put pressure on the store. 

“Back when the Fiesta Bowl and even the Super Bowl were held in Tempe, the foot traffic was amazing,” Scoma said. “Those big events really made a difference for a small store like ours.”

But the foot traffic isn’t always so incessant. And licensing fees for official ASU merchandise have also increased over time, with royalties collected by brands like Adidas and Champion going directly to the university. 

“Licensing fees have increased largely since I took over, 18% for non-headwear and 20% for headwear, so it’s definitely more costly than it used to be,” Scoma added. 

Even with the rising costs and corporate competition, Cactus Sports has remained resilient by staying connected to the ASU community. Scoma has embraced the relatively new landscape of name, image, and likeness (NIL), carefully investing in athlete signings and events such as bringing in New York Giants running back and Arizona State fan favorite alumnus Cam Skattebo to meet fans and sign autographed merchandise. 

However, Scoma must make sure each appearance is the right investment for the store. He debated bringing in players like Sam Leavitt, but with transfers and other uncertainties, he’s glad he passed. Timing can be tricky.

“When I first started running the store, NIL wasn’t a thing,” Scoma said. “Now it’s part of the game. I’m not a corporation with deep pockets. If I am going to spend a lot of money on an athlete’s appearance, I have to be very picky and choosy about who it is.”

Cactus Sports has developed a loyal customer base over the years, with many customers returning long after graduation. David Berkson, an ASU alumnus who frequently shops at the store, is one of those repeat customers.

“It’s been a staple on Mill Avenue for years,” Berkson said. “It’s a business I like to support and see to do well. When you walk into the store and it’s the same face time after time, that’s comforting.”

Decades of dedication, creativity and personal connections have allowed Cactus Sports to thrive as an independent retailer, proving that a small, locally owned store can compete with bigger corporate chains.

Related