It’s been just under 21 months since Brady Hoke was hired as the head football coach at Michigan.

In his opening press conference, responding to a question about whether Michigan was an elite coaching position, Hoke uttered a phrase that has almost single-handedly united the Michigan fan base.

“This is Michigan, fergodsakes,” Hoke said.

During Michigan’s 11-2 run in Hoke’s first season, the phrase caught fire, becoming the unofficial catchphrase of the Michigan Athletic Department.

Now, entering year two under Hoke, it’s spread beyond the Athletic Department and up the hill to the rest of the University.

The University released a welcome-to-campus video entitled ‘This is Michigan’ on Aug. 31, and Hoke — as well as Olympian gymnast Syque Caesar — was featured front and center.

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