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When Jennifer Knutson spots someone in public wearing Cougar Central apparel, it’s more than just school pride—it’s personal.

“It’s rewarding to see people representing USF in the world, especially when I recognize the item and know it was purchased from the campus bookstore,” says Knutson, director of Cougar Central.

With over two decades of service on campus and a leadership role since 2014, Knutson is a familiar and trusted presence for students, parents, faculty, coaches, alumni and fans. 

“No two days are the same,” she shares. “There are three main functions of the bookstore, and all of them keep us busy.”

Those functions include:

• Curating Cougar spirit wear and merchandise that reflect the diversity and enthusiasm of the USF community.
• Managing campus mail operations, including the surge in online and subscription deliveries that support student life.
• Collaborating with faculty and eCampus.com to ensure students have seamless access to textbooks—whether digital, new, used or rental.

Over the years, Cougar Central has evolved to meet the demands of an increasingly digital world. The campus mailroom handles everything from futons to Hello Fresh deliveries to textbooks.

USF was also among the first universities in South Dakota to implement an online bookstore. 

“Moving to an online bookstore created more space for the increase in packages in the mailroom and an expansion of retail services, including the addition of an online retail store on the usiouxfalls.edu website,” she explains. 

When it comes to apparel and USF merchandise, Knutson listens closely to student feedback and keeps a sharp eye on trends across high school and college campuses. She also curates items that resonate with a diverse Cougar community, including parents and alumni. 

“Cougar Central is more than a store or a mailroom,” she says. “It’s about fostering pride and connection, a place where everyone can celebrate USF.”