The economy might be in a recession, but that hasn't slowed the flow of traffic at a new sports apparel store at the Cottonwood Mall.

Steven Horton, co-owner of Pro Image at Cottonwood Mall, said people are always in need of a sports fix. Buying their favorite team's latest hat or T-shirt makes them feel better when times are looking down.

"Sports is universal," he said. "And quite honestly, people want to feel like a winner. They want to feel like they belong."

Horton and Chris Byrd opened Pro Image, a franchise, just a couple of weeks ago. The store caters to sports animals. It sells jerseys, autographed memorabilia, key chains, hats and bumper stickers.

For Horton and Byrd, owning a sports apparel shop gives them their fix. Both love sports: football, basketball, hockey, ping-pong. When they have time, they shoot hoops or pass the football around.

"I just think being outside and the energy of sports and just being athletic, it gets you away from the real world," Byrd said.

They're no novices when it comes to running a store. Both have worked at sports apparel stores, ones they are beginning to compete with.

They say they left that world, though, so they could run a better store, one that emphasizes customer service. Horton said he likes to talk to every customer - not just spit out a company line.

"I think you have to personalize the conversation with each customer as opposed to being a robot where everything is scripted," Horton said. "You have to add a little personable touch."

Even the work environment has a personable touch. Workers at Pro Image wear jerseys or T-shirts, flaunting their favorite team.

One of the workers is from Philadelphia. He wears Phillies and Eagles jerseys. Another is from Minnesota. He wears Timberwolves and Vikings jerseys. It's just another reason to carry on a conversation in Pro Image, Horton said.

Byrd said his business partner connects with customers, a rare ability.

"He has the ability to create loyalty with the customers that I've never seen before,: he said. "so the way we separate ourselves (from competitors) is through customer service."

The store in Cottonwood Mall is the first Pro Image in New Mexico. Although it's been open only a couple of weeks, its roots go far back, though. The first Pro Image opened in Salt Lake City in 1985. The franchise now operates more than 80 stores nationwide.

New Mexico needed a Pro Image, company spokesman Ben De Voe said. He said there's something about New Mexico that creates ardent sports fans.

"Dude," he said, "I'm telling you: In New Mexico, that's the thing we can't figure out."

In a time when the economy is in a slump, when people are beginning to cut down on extra expenses, Pro Image stores continue to flourish, he said.

"It's recession resistant because even if the market crashes or the Dow Jones is down 500 points this week, people still go to the Cowboys game," he said. "They still fill stadiums."

Horton said this will not be the last Pro Image in New Mexico. He has a few plans up his sleeve.

"My vision it to be able to give the people of Albuquerque and New Mexico options," he said, "where they could buy their jerseys and hats and all their little needs to get their fix."