BLOOMINGTON, Ind. — With the best start to a season since the 1960s, Indiana University football fans are flocking to Bloomington by the thousands.
That means more eyes on the university and more foot traffic stopping into small businesses on Bloomington's famed Kirkwood Avenue.
Underground Printing is just one of several shops trying to keep its shelves stocked.
"People are losing their minds," sales manager Jacob Englert said. "Merch is flying off the shelves, and it is absolutely wonderful."
All thanks to Indiana football, a team currently ranked 13th in the nation and sitting at 7-0.
"Something that we've always been excited for, but never have seen," Englert said.
Students, alumni and fans walked up and down Kirkwood Monday sporting the Cream and Crimson.
"The energy is definitely contagious, and I think that this is being picked up not only for the game, but for the town. Definitely bringing people into Bloomington," Englert said.
Ahead of Saturday's sold-out game against the Washington Huskies, ESPN's College GameDay is coming to Bloomington. The show features former Indiana head coach Lee Corso.
"They're here for a reason," Indiana head coach Curt Cignetti said. "We're winning games. We're creating a lot of excitement. That adds to the excitement.
"I think it's great exposure for the football program and the university. Now, we have to do our part."
Saturday's game is scheduled to kickoff at noon, but College GameDay starts bright and early at 9 a.m., so if you want your homemade signs to be visible on television, you'd better get there early.