With the NCAA Tourney in full stride and my Bruins in the Final Four as a top seed, I am stoked beyond belief. It has been an arduous journey for my alma-matter back to the top. There have been strong squads in recent years but the elusive Final Four bid has been the lofty test for a school that has racked a total of 100 NCAA championships in various sports-the only program to do so, so far. Anything short of excellence at the school is frowned upon. Now the years of hard work rebuilding a once moribund (to the school’s standards) basketball program has begun to reap tremendous dividend again. And that is what Jordan Brand seems to know. Champions are made in the fire of years and years of competition, in the off-seasons training while others are not–it is a journey. The brand’s marketing department has continued to sell the personal traits of Jordan so well, as they have increasingly distanced his face from the product, sucessfully, focusing on the brand’s newer roster of athletes.