Ceiling. Roof. GOAT.
It was either a slip of the tongue or a stroke of genius - maybe both - but five words from legendary NBA basketball star Michael Jordan have become a rallying cry for the Tar Heels.
During halftime of the UNC-Duke game on March 4, Jordan announced the Tar Heel football team will be the next to wear his Jordan brand.
He spoke to the crowd, some of the football players and coach Larry Fedora.
"I wish you guys nothing but the best," he said. And then...
"The ceiling is the roof. Let’s make it happen."
Maybe he meant the sky is the limit? Break through the ceiling, perhaps?
It didn't matter. Social media pounced. T-shirt manufacturers went to work.
You can even go to Google and type "the cei" and the search fills out the rest of the comment: The ceiling is the roof.
And when you watch tonight's national championship game, you'll see thousands of "Ceiling. Roof. GOAT" shirts in the stands.
By the way, GOAT stands for greatest of all time. In basketball, that's Michael Jordan.
Which means the ceiling is the roof.