It’s the allure of the brand. Coach K spent decades building Duke into a national powerhouse, not just through winning, but through elite marketing and image-making. Then Gail Goestenkors showed just how high the ceiling could be on the women’s side as well.
The real beneficiaries of that branding are people like Eve’s parents. They bought into the culture early — the constant games on TV, the prestige, the sense of being part of something bigger. Duke became a lifestyle, not just a school.
Now add USA Basketball ties into the mix, and the pitch becomes even stronger. Winning isn’t even the deciding factor anymore because kids think they can come in and make change. Puke is a top-tier private institution with a respected education and a nationally recognized basketball brand. For a lot of kids, that combination is irresistible.