The funnier part, at least for a niche of Ole Miss fans is that Randy Kennedy was a creation of Red Cup Rebellion posters a couple years ago. The university taking that from a group of internet fans (mostly on the young Millennial side) and using it for a marketing ploy is pretty good.
I get it. Duke or UNC would never do this, so it would be embarrassing for a serious basketball program to do something like this. We have minimal basketball tradition to put it lightly. The sport mostly serves as a minor distraction to the end of football season, the height of recruiting, and the beginning of Spring football for our fans. Therefore, it's a good play by both Kennedy and Bjork to actually get the attention of our fans on basketball, especially with a new arena opening, even if it is a silly character creation.
We've been to the tourney 2 of the last 3 seasons, and that's really not changed the energy our fans put into basketball. We'll likely never care that much, but Bjork's job is to manage ALL sports, not just football, and this is more of an effort than any of our previous ADs have put into the sport. Maybe our fans will eventually come around to the sport too if he keeps focus on it.