It was further reinforced in 2011. I will never forget that "Rise Up" was the theme. I can still remember the final twist of the knife as we headed home after Utah crushed BYU 54-10. Driving up University Parkway and seeing all the Rise Up flags drooping along the median, some of them touching the ground or laying over. Very ironic, the team did everything BUT Rise Up that night. That will always be my lasting memory from that night and how BYU's marketing continued to try and instill school spirit, loyalty, etc. but the team just wasn't up to the challenge.

I will have plenty of BYU gear and that is where my $$$ will be spent. Slogan shirts? Too many bad memories.