Nike sends bizarre Coach K tweet after last Duke game

Nike probably shouldn’t be sponsoring the National Spelling Bee any time soon.

After Duke lost to North Carolina in the Final Four on Saturday and the career of retiring coach Mike Krzyzewski ended, Nike released a few tweets as part of a campaign that confused social media users.

“You can’t spell championship with a K,” Nike Basketball’s verified account tweeted.

As many elementary school students know, there is no “K” in the word “championship,” even though Krzyzewski’s nickname is “Coach K.” Perhaps the ad would have landed better if he had been known as “Coach C.” After all, it’s just as difficult to spell Crzyzewski.

Krzyzewski won five national championships (all between 1991 and 2015), second only to UCLA’s John Wooden. But Krzyzewski has a 13-12 advantage over Wooden in career trips to the Final Four.

Coach K Nike tweet
A fiery Coach K pushes his team during the Duke UNC game.
Getty Images

Nike also tweeted a video ad that showed a bunch of words that “can’t be spelled without a K.” The list: Honor, Respect, Fraternity, Gold, Cameron, Madmen, Durham, Family, Legacy and Coach.

The point? All of these things are synonymous with a legendary career ended in heartbreak at the hands of an arch-rival.

Duke switched from Adidas to Nike as a sponsor in 1993 after winning back-to-back national titles. There is a fitness building named after Coach K on the Nike campus in Oregon. Nike sends bizarre Coach K tweet after last Duke game


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