"One (shirt's) for a female friend who's about to become a U. fan," he said.

Ashley Owens, a nursing student, talked her dad, Kevin Christensen, into expanding her U. wardrobe. While holding a red-tinted U. water bottle that apparently has become the rage on campus, she marveled at all the crimson-coveting customers.

"Ever since the games started to get good, everybody's buying stuff," she said. "This bookstore is not usually this busy."

Christensen had his arms full of Ute products, including a beanie for his wife and a sweatshirt for his mother-in-law who started going to the U. in 1950, took nearly half a century leave of absence and then wrapped up her behavioral science degree in the early 1990s.

"Grandma loves the Utes," he said. "We all had to graduate from the U. to get in the will."

Utah star safety Morgan Scalley's family was among the Crimson Corner clientele. His niece, Abby Orison, was shopping with Mom and Grandma to find the right U. cheerleader outfit for Halloween. She's trained well so far: Her favorite team is "Utah," she cheered, pompoms rapidly shaking in her hands. And her favorite player? Alex Smith, of course. OK, not really. "Uncle Morgan," she exclaimed.

As for Olsen, he picked the one-size-fits-all (fill in the blank . . . all fanatics, clown-wannabes, maniacal Muss-keteers) $8 wig "because it's crazy" — not to mention cheaper than the slinky underwear that you can't show anyway, he joked. Plus, he too will be using it as his Halloween costume, apparently another trend sparked by the winning streak.

"Who's not going as a Ute fan this year?" laughed his friend, Chris Durr.

Perhaps only those who don't snag U. merchandise while it lasts.

They might have to go as BYU fans.

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E-mail: jody@desnews.com