Wait, this a 90-minute episode about a tweet? You’re damn right it is. Because the viral tweet the IU mens basketball program sent yesterday isn’t just a great story on its own; it’s a microcosm of a dramatic shift within the athletic department that has Indiana sports poised to be a national leader for years to come.

First, Jerod Morris talks to longtime assistant AD Jeremy Gray (@IUJGray) about how IU’s epic troll of the most unreasonable elements of its fan base came about, and how it fits into a larger narrative about the departments commitment to NIL, having an engaging public persona, and putting athletes first.

Then, assistant director of video services Andrew Brown (@IUAndrew) joins to discuss how the tweet itself came about, the “branding meetings” going on behind the scenes with IU players, and how he and the other members of the department get their inspiration for the content that has been engaging Indiana sports fans for the last year-plus.

If you missed the tweet, rectify that now: https://twitter.com/IndianaMBB/status/1387087262073171971

Also, here is the URL Jerod mentions off the top: http://assemblycall.com/pp