If you can't beat them.

While you're watching the NCAA regional finals next weekend, if you look closely at the wrist of Coach K, or of any nearby Duke fan, you'll probably spot a blue bracelet. One that looks very much like the one above.

Sure, it's a "spirit band" - but like the Lance Armstrong "LiveStrong" bracelet, it's much more. The proceeds from the sale of the "Duke for Life" bracelets will go to support the Emily Krzyzewski Family Life Center. Named after Coach K's mother, it will be a community center with programs to support families and children in the Durham, NC area.

And if you're looking for a certain dark blue fashion accessory, you can buy it here.

(And who is behind the "Duke for Life" bracelets? Five students at Duke's Fuqua School of Business, who found enough time to look up from their books to plan the fund raising effort. Their initial goal was to sell 5,000 bracelets - raising $10,000 for the Center - and to raise public awareness of the Center. Since when I ordered my bracelet, I was put on back-order while they made more, I'd guess they've already achieved their sales goal.)