When MSU crushed Michigan’s football team last fall, many students drowned their sorrow in beer. Then-juniors Zach Bruch and Ryan Luck didn’t just vent. They started throwing names around–not just of replacement coaches, but of a product that they might market to change the frustration and embarrassment to hope and prosperity.

One name they threw out was Jim Harbaugh. Never expecting it to happen, they ordered some T-shirts reading “Ann Arbaugh.” “We were selling T-shirts to family and friends before the announcement [of Harbaugh’s hiring] was made,” they recall–and once the job was official, “it exploded.”

They’ve got a website, ann-arbaugh.com, and are warehousing and shipping their product from Boca Raton, Florida, where Luck’s family lives. They won’t disclose how many they’ve sold but say they have been able to “consistently move product since the day we began selling.” Prices ranges from $16.95 (for a T-shirt) to $47.95 (for a lined hoodie), and they’ve been interviewed by Forbes, the Detroit Free Press, and others. They realized they’d really made it big when Ryan’s mom called and told them to turn on their TV. She’d spotted one of their shirts on ABC News–in coverage of a charity walk-a-thon.

While the U-M zealously guards its trademarks, athletics department media guy Dave Ablauf points out that the shirts don’t use the school’s name or Jim Harbaugh’s name. “But,” he adds, “There is a woman named Ann Arbaugh in town.”

There is–a Realtor with Reinhart. She’s from Columbus and went to OSU. Worse yet, her husband’s a Spartan.

The real Ann Arbaugh says that at first she worried that she might not be able to use her own name, but her lawyer assured her that she had it first. So she picked up the ball–so to speak–and ran with it. She had Underground Printing make twenty-five T-shirts with her name on them, for clients.

She’s never heard from Bruch and Luck, but has a message for them: “Tell them I’ll take some free T-shirts.”