To be fair, I don't think many Gen Z'ers are growing up college basketball fans, and it doesn't help that Pitino has been in exile the last six or so years.
I think it will take winning, and making the tournament, to see a noticable difference between year 1 and year 2. They weren't alive for his first Final Four run with Louisville, let alone the Kentucky era.
So true, my son and his friends call all team sports sports ball stuff. And those select few who are hoops/fb fans look to the big boys, for example my nephews who are of the sporting ilk wouldn't consider a non power 5(4?3?) school. One went to Wisconsin, one went to The U.