Ross Jones - Call it the Philip Rivers phenomenon.

The Chargers quarterback’s postgame press conferences have been something to see, as he dons a celebratory bolo tie.

Rivers, who played his high school football in in Athens, Alabama, proudly wears his southern roots on his chest. Rivers has caught some attention for it, as well as his stellar play. In fact, the team has embraced it so much that their social media account created #BOLOTieFriday.

Celebrities such as Mario Lopez and Congressman Scott Peters (D, California) wore the bolo tie and tweeted i pictures to their accounts. The new fad has been a popular pick among native San Diegans and a local Western store can’t keep up with the demand.

"We’ve been selling them like crazy,” Boot Barn store manager Karen Hawks told FOXSports.com in a telephone interview Friday. “We’ve actually had to bring in more from our other stores to accommodate our customers that have been demanding them. We’ve literally sold hundreds in the last week.”

Hawks notes on a typical week the store sells 10. That has all changed.

“We got 300 more in today and we’ve sold half of those already,” Hawks said. “They’re coming in the store and buying them. We had one customer who was going to the game and all of them were going to wear bolo ties to support the Chargers.”

The Chargers travel to Denver to play the Broncos on Sunday. Win or lose, Rivers will be wearing his bolo tie.

“He’s a country boy and he does shop here,” Hawks said. “I don’t know if he buys his bolo ties here but he does buy his western wear here.”