TIMBER LAKE — Timber Lake’s Dakota Image is a hot spot for Tucker Kraft apparel, and was in the national spotlight on Nov. 28. 

Kraft graduated from tiny Timber Lake High School in 2019, starred at South Dakota State University, and is a budding tight end for the Green Bay Packers. 

And Kraft’s hometown is forever buzzing with Tucker Mania, including local clothing store Dakota Image.

Dakota Image owners Becky and Jace Booth purchased the store in Nov. 2023, shortly after Kraft was drafted by the Packers. The previous owners — Roy and Ann Crance — had some Kraft apparel from his SDSU days. 

The Booths continued to capitalize on Tucker Kraft gear and it’s since become a popular spot in Timber Lake and beyond. 

“I was like ‘We will try it out and see if anyone wants to buy this stuff’ and it’s taken off from there,” Becky said. “Whether it be local people or Nashville to New York.”

Becky has placed orders from Kraft fans in Wisconsin, New York, Tennessee, Texas, and Oklahoma. Becky said she’s surprised when placing orders from other states, and it’s almost unbelievable seeing the hometown kid shining in the NFL. 

“It is surreal,” Becky said. “Knowing Tucker growing up, knowing him since he’s been a little kid, seeing what he’s doing and just taking literally the whole town (with him). If you can’t get behind being a Tucker Kraft fan, that’s on you.” 

Last season, NBC’s Mike Tirico was the inspiration for a popular Dakota Image catchphrase. During a Sunday Night Football game against the New York Giants, Tirico reference Timber Lake’s small population and lack of stop lights. 

Locals implored Becky to jump on the national shoutout and more Kraft gear was in high demand. The popular catchphrase reads “Population 509 & No Stop Lights Kraft #85 HometownProud”

“I was like ‘Whatever, who is going to buy this?’ ” Becky said. “We will make a few and we couldn’t keep up with it.”

Becky then Googled Tirico and Chris Collinsworth’s addresses, and sent the sports commentators some Tucker T-shirts. 

“I tried to guess their size, and wrote a note, telling them this is what you do when you live in Timber Lake, South Dakota,” Becky said. “You write handwritten notes and tell him how cool Tucker is and tell them about Tucker Days and how everyone dresses up as Tucker. I didn't really expect to hear back from there. I was hoping to, but wasn't expecting to.”

The T-shirts were delivered, and Tirico again shined a national spotlight on Tucker and Timber Lake. On Nov. 28, NBC again had a short segment about Timber Lake and Kraft.

“It’s a small town, a no-stop light town if you will,” Tirico said on NBC. “We told his story last year. It’s one of those cities where everybody knows everyone. A lot of times you are in school and you will see these kids from kindergarten to 12th grade, and they love Tucker Kraft all the way through his time at South Dakota State. So proud of him.” 

NBC then flashed the “Population 509 & No Stop Lights Kraft #85 HometownProud” T-shirt that Becky sent to Tirico on TV. 

“I said on the air last year population 509, no stop lights,” Tirico continued. “They sent me that T-shirt. A whole bunch of the people proudly wear it in Timber Lake, South Dakota. They are so proud of Kraft and follow his every move.”

After Tirico’s shoutout, Becky’s phone blew up with messages and she wrote on the Dakota Image Facebook page: “I will never get tired of seeing our small town on National TV.

Tucker, thank you for taking us all on this ride with you!”

Becky makes everything from T-shirts, sweatshirts, hats, stocking caps, and stickers for water bottles. “Kraft Pack” is another popular catchphrase that can be purchased at Dakota Image.  

Becky and Jace, who are Denver Broncos fans, have yet to watch Kraft play in the NFL in person. But as Becky says, she’s busy stocking shelves with Kraft gear. 

“I want to so, so bad,” Becky said. “But I am working. I am making Tucker shirts.”