In a bold social media move that sent Illinois basketball fans into a frenzy, head coach Brad Underwood transformed his typically reserved online presence with a new profile picture featuring himself in a bright orange Balkan-style tracksuit.
The April 28 post, which has already garnered over 3.3 million views, showcases Underwood in what appears to be an AI-generated image set against Eastern European apartment blocks.
Fan Reactions to Brad Underwood Post Flood Social Media
The timing couldn’t be more fitting as Illinois basketball embraces its international identity, recently securing commitments from several European players including Andrej Stojakovic, Zvonimir Ivisic and Mihailo Petrovic.
The coach’s new persona was quickly dubbed “Bradimir Underwood” in basketball circles, celebrating his playful nod to the team’s Balkan recruiting pipeline and international direction.
#NewProfilePic pic.twitter.com/AKlzzFrvRt
— Brad Underwood (@CoachUnderwood) April 28, 2025
Illinois basketball standout Coleman Hawkins was among the first to react, responding with four laughing emojis in a post that collected over 1.4K likes and 43K impressions. The enthusiasm spread quickly as fans unleashed their creativity in the comments section.
An X user made a practical suggestion that resonated with many “Nike please make this!” His comment received over 1.2K likes, reflecting widespread demand for the orange tracksuit as official team merchandise. Other fans compared Underwood’s new look to various cultural references, with one user noting, “Brad, good look. You kinda remind me of John C. Reilly in this photo.”
The reactions varied from humorous to admiring, with one fan simply writing “Legend” while another optimistically predicted “30-0” for the upcoming season. One commenter described the outfit as a “Dope track suit” garnering significant agreement from the Illinois faithful.
The Illinois-Balkan Connection
Underwood’s embrace of the “International gangster” aesthetic comes at a pivotal moment for Illinois basketball, with nearly half the upcoming season’s roster comprising European talent. The calculated recruiting shift has positioned the Fighting Illini as potential Final Four contenders.
Some fans couldn’t resist playful jabs at conference rivals. One user quipped “Assembling the Balkan avengers just to not beat Maryland” a comment that collected 1.5K likes. Another fan added “No iron curtain. We go with iron mini-blinds” the clever Cold War reference.
The image has sparked comparisons to various Eastern European stereotypes, with one commenter asking if it was “Chernobyl? Or central Illinois, hard to tell” while another described the look as “Very Zelenskyy-like” referencing the Ukrainian president.
What makes the moment particularly significant is Underwood’s willingness to lean into fan culture. By adopting the meme himself rather than shying away from it, he’s strengthened his connection with the Illinois fanbase during a crucial recruiting period.
The viral moment comes after significant program success under Underwood’s leadership, including six straight 20-win seasons and five consecutive NCAA Tournament appearances.
KEEP READING: 2025 Men’s College Basketball Transfer Portal Tracker
With an Elite Eight appearance in 2024 and multiple Big Ten championships, Brad Underwood enters the 2025-26 season with both increased expectations and a newfound cultural phenomenon to unite the fanbase.
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