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.

Branding a championship team (especially in Lubbock) isn’t easy. Even when I tried coming up with new slogans, I found myself drifting into phrases that were too wordy, too forced, or trying way too hard.

Which brings us back to the undeniable king.

Suns Up, Guns Up Still Wins

You’re never going to beat “Suns Up, Guns Up.” It’s concise. It’s regional. It sounds like West Texas. It works whether you’re tailgating at dawn, walking into class, or starting your day with a little Red Raider confidence. I’ll take that over the painfully generic “Raider Power” every single time.

The only update it really needs is protection — making sure it doesn’t get lost in the sands of time while new slogans try and fail to replace it.

Ridiculous, Self-Aware Slogans We Might As Well Own

So with all sincerity and a healthy dose of sarcasm, here are some slogans, chants, and catchphrases Texas Tech might as well keep in its back pocket:

We’ve got the big D… fence

Fear us… because we have a lady on a horse

Don’t make us break out the tortillas again

We just made T.T. on you

Now with sassy overalls

Proud Red Raiders who can’t wait to graduate and get the hell out of Lubbock

Oops, we did it again

Suns up, guns up — now what’s for breakfast?

Our finger guns are cocked and loaded

Featuring 90% more facial hair than ever before!

We’ll buy that trophy

We’re going to turn you into a flat brown thing, just like Lubbock

You smelt it, we dealt it

The wind is a secret weapon

We just took another team down… and so did your mom

It’s clobberin’ time (Someone has to say it)

Championship teams don’t need to beg for a slogan. The best ones evolve naturally, stick because they’re true, and last because fans actually want to say them.

Texas Tech’s $49 Million Coach Contract Puts Money Into Wild Perspective

Read More: What Could $49 Million Buy In Texas? A Fun Breakdown

Texas Tech has arrived. The words should sound like it.

Some Of Our Favorite Pictures From The Texas Tech-BYU Game

Texas Tech dominated BYU on Saturday in what was a battle of two top ten teams in Lubbock. And roaming the sidelines were some great professional photographers that took some great pictures. Below are some of our favorite pictures from Saturday’s game.

Gallery Credit: Chad Hasty

Texas Tech Students Camp Out For Tech/BYU Game and College Gameday

Texas Tech students are camping out for College Gameday and for the #9 Texas Tech vs. #8 BYU game. They are also being fed by Awesome 98 and Chimy’s! Thank Chimy’s!

Gallery Credit: Chad Hasty