A new retailer that will carry University of Utah and Brigham Young University labeled merchandise is expected to open in The Gateway shopping center later this month or in early September.

Owners of the U Rivals store hopes to take advantage of the long-time rivalry between the schools and will offer equal space to products from each, said Joe Bunt, one of four partners. "This is, after all, one of the top 10 rivalries in the country and there is a lot of loyalty to each school."

The store will be in the space formerly occupied by The Buckle.

Bunt said he and business partner Trevor Grigg got the idea for U Rivals from a friend who operates the Blue and Orange Store in Boise, which offers Boise State Broncos merchandise. He said Grigg's father, Morris, and a friend Pat Palmer subsequently joined them in the venture.

Jason N. Kasal, vice president and leasing director for RPAI Southwest Management, said The Gateway is eager to have U Rivals as its newest tenant. "Their high-energy concept will be a perfect fit with The Gateway and an exciting destination for Utah's college sports enthusiasts."

RPAI Southwest Management is a subsidiary of Retail Properties of America. Formerly known as Inland Management, it manages most of the retail operations at The Gateway.