“This isn’t just any merch store; it’s a celebration of everything that makes Jacksonville bold, creative, and uniquely us,” said Jacksonville Mayor Donna Deegan. “From locally designed t-shirts and hats, to gear that supports literacy and infrastructure, this store is about more than just swag - it’s about connection.”

Whether you are shopping for t-shirts, tumblers, stickers or hats, you’ll see plenty of nods to our “I Dig Jax” campaign throughout the store. And what better way to show how much you “dig Jax” than by sporting an item celebrating the recent growth, renewal, and progress in every corner of Duval. 

In fact, the idea for the store came from Jacksonville residents, many of whom asked about I Dig Jax-branded merchandise featuring the campaign’s mascot, Rex the Dinosaur. So we made sure to include lots of Rex merchandise in the shop.

The city selected established, reputable, and reliable U.S. companies that offer print-on-demand services for the shop, so that taxpayer dollars were not needed to purchase inventory or require staff time to fulfill orders. Per city ordinance, any profits from product sales will be used on marketing efforts that promote citywide events and initiatives.

And, to drum up excitement about the shop, the city also created a scavenger hunt. Each week, for the next five weeks, a 3D-printed “I Dig Jax” miniature Rex statue will be hidden around Duval. Follow the City’s social media channels to look for clues weekly, starting today. Forge 3D Studios, a JSEB-certified Jacksonville-based company, designed and made the statues just for this purpose.