two shirts from the Concordia university prep sportswear site store

Concordia University of Michigan "CUM" Merchandise

Updated Nov 04, 2020 at 05:43AM EST by andcallmeshirley.

Added Nov 02, 2020 at 11:35AM EST by Matt.

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Concordia University of Michigan "CUM" Merchandise refers to an unauthorized eCommerce webpage by The page features illicit apparel for the private Christian college Concordia University of Michigan that carries the acronym "CUM." Students of the university and social media users mocked the page, while the University denied any connection to


On December 12th, 2018,'s Concordia University of Michigan web store launched.[1]

In late October 2020, TikToker @alanagarlitz published a video in which she writes, "My private Lutheran College came out with new merch." Following the text, the TikToker shows screenshots of the page. The video is private. On November 1st, writer Jessica Valenti tweeted the video. The post received more than 496,000 views, 14,000 likes and 4,500 retweets in less than 24 hours (shown below).

On October 31st, many online shared images from the page. For example, Twitter[2] user mlildom911 shared a series of pictures from the page. They wrote, "Concordia University of Michigan sure has some interesting apparel…" The tweet received more than 32,000 likes and 10,000 retweets in less than two days (shown below, left).

That day, Redditor[3] Potato_Demon_ffff shared a picture from the page that shows the "CUM" inside of a heart outline. The post received more than 4,200 points (98% upvoted) in less than two days (shown below, right).

dominic b. @lildom911 000 concordia university of michigan sure has some interesting apparel.. CUM CUM WRESTLING CUM CUM CHEER DAD CATCHER RACK 11:37 AM · Oct 31, 2020 · Tweetbot for Mac JERZEES Unisex NuBlend® 80z Crewneck Sweatshirt With Sparkle Twill CUM SPARKLE TWILL EMBROIDERED LETTERING COLOR: RED


The university denied any connection to the website. On November 1st, 2020, Mashable [4] spoke with Concordia University Wisconsin's Assistant Vice President of Strategic Communications Lisa Liljegren. She said, "We have no idea how this happened. It was a surprise to us as well that someone put a video out on TikTok of that cap, and that just kind of blew up overnight."

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To be fair, they just got some good free marketing out of this and did not even have to deal with the brunt of officially using the word "cum" themselves. Pretty much the best outcum outcome possible.


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