The Texas Tech Red Raiders just won the Big 12 Championship, and with that kind of moment, it’s officially time to raise the bar — not just on the field, but in how the program talks about itself.
I’m endlessly fascinated (and mildly entertained) by the idea that someone in Texas Tech marketing is trying to force “Let’s Goooo!” into becoming the catchphrase of this championship era. Yes, the coach’s enthusiasm is undeniably baked into those words, but no amount of extra O’s is ever going to put it on the same shelf as “I’ll be back,” “Can you smell what The Rock is cookin’,” or “Just do it.” Those phrases were owned. Claimed. Instantly recognizable.
“Let’s go,” on the other hand, is something humanity has been saying since the invention of doors. We say it when we leave the house, start work, or urge someone to hurry up in a parking lot. And once you start spelling it “Goooo,” you’ve created a new, very real dilemma: how many O’s is correct, and who’s enforcing it?
Catchphrases Should Feel Earned, Not Workshopped
That said, I’ll still take “Let’s Go” every day over something like “Fearless Champions,” which sounded like a motivational poster hastily slapped onto a 1990s No Fear windshield sticker. Tough-sounding words don’t automatically translate into identity. Those things take repetition, authenticity, and time…