Mike Gundy and his family spent Oklahoma State's spring break skiing in Crested Butte, Colo., a popular destination for many in Big 12 country. They'd been several times before, but this year they noticed something different: more skiers in Oklahoma State hats and T-shirts.
On the heels of an unprecedented 12-1 season and the Cowboys' first outright conference championship since 1948, it's suddenly cool to cheer for this school.
"We've run the race forever around here, and we finally finished first," said Gundy. "It's changed the perception of the way people see us."