About Us

Identity Sport INC. arrived in Traverse City, MI in the spring of 2006. The vision was to bring a vibrant resort wear philosophy to the Up North community.

Our first store, Identity Resort Wear, is located on Front Street in downtown Traverse City. This store is geared to provide and customize resort wear for the entire family. Identity is uniquely stocked with over 1000 designs, all relevant to our area, and is equipped with the most updated machinery to place them perfectly on your garment of choice. Our unique system of customizing creates a special look for each and every customer to take home and cherish their visit to Northern Michigan.

Our second store, Critters, established in 2011. Also located on Front Street, Critters carries a wide variety of Traverse City and Northern Michigan apparel for all ages. This store boasts the largest selection of name-dropped gifts & souvenirs in Northern Michigan. We also carry 24 flavors of mouth watering Salt Water Taffy, several stuffed animals or "critters", lots of jewelry/accessories, and much more. Our goal is to provide an amazing selection of gifts and clothing to suit all of your Northern Michigan needs.

Our third store, Traverse City Bear Company, established in 2015. It is located 3 miles north of downtown on the corner 3 Mile Road and US-31, right across the street from Traverse State Park Beach.  The store is easily recognized by the huge growling bear on top of the main entrance. The Bear Co. provides a combination of our top downtown sellers, name dropped clothing for all ages, as well as souvenirs & gifts. We also offer a large variety of beach wear, toys, beach accessories, sun glasses, and towels for your perfect day at the beach.

Identity Sport strives for excellent customer service. We are welcoming, smiling, and helping each and every customer. All of our stores are moderately priced and maintain quality merchandise. Our staff is a healthy balance of locals and exchange students helping during our busy season to provide residents and visitors of Northern Michigan a fantastic shopping experience.