By admin 
A new spot for University of South Carolina Gamecocks apparel and gear is set to open its doors in a growing Columbia district, just in time for football season.
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Alumni Hall will open at 10 a.m. Sept. 4 at 2147 Pickens St. in the BullStreet District, according to a release from the company. The store will be on the ground floor of the WestLawn Building, near Methodical Coffee. That’s just a short distance from the popular Gather COLA food hall.
“We pride ourselves on our dedication to serving the fan,” Alumni Hall owner and CEO Jeff Goodfriend said in a release. “We value being part of the Columbia community and creating an immersive shopping experience with the best selection of game day gear.”
The news release touted that Alumni Hall has “the newest and best selection of apparel for the family, hats, accessories and gifts for gamedays, tailgates or any day to showcase their support of the university and Gamecock athletic teams.”
The Sept. 4 arrival of Alumni Hall comes just before USC begins its 2026 football season. The Gamecocks will meet Kent State at 12:45 p.m. Sept. 5 at Williams-Brice Stadium. That ballgame is sold out.
Alumni Hall’s arrival is the latest in a series of openings and announcements at the BullStreet District. Hughes Development and the city of Columbia are in the midst of a two-decade plan to convert the 181-acre former State Mental Hospital site into a vibrant mixed-use development.
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“We welcome Alumni Hall to Columbia and one of the greatest fan bases in the country,” Hughes Development CEO Robert Hughes said in the release. “Since its beginnings in 2005, Alumni Hall has become a unique shopping experience for the entire sports-minded family in some of the highest-profile hometown college cities in the country. They will fit right in at BullStreet and in the heart of a city that loves sports.”
There are more than three dozen Alumni Hall locations across the US in states such as Georgia, Florida, Indiana, Tennessee, Kentucky, Ohio and elsewhere. Each of those stores carry apparel and gear of the major college teams that are nearby.
There has been a lot of movement and activity in the realm of USC fan apparel and stores in the Midlands recently.
For instance, USC switched from Under Armour to Nike for its key apparel provider. The change sent fans scrambling to area stores in early July as folks looked to stock up on the latest Nike Gamecock items.
And new stores have popped up and existing outlets have debuted new locations in the Midlands in 2026. For instance, Rally House has opened two new locations in Columbia this year, Addam’s Gamecock Gear moved from its longtime spot on Assembly Street to new digs on Gervais Street in the Vista, and Miss Cocky, which specializes in USC apparel for women, opened a third location, this time in Lexington.
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