Winning is a part...but brand goes with it. Perhaps you got me wrong...sure winning matters to a certain extent, but even when this team came back to prominence and made the tournament, I don't believe things were that much more hyped up among students as opposed to now. If you have no cool ideas for memorabilia out there, no one will wear your product. Wearing a product builds hype in itself creating a more unifying experience. It helps bring the community closer together. Right now, there is no merchandise out there.