For the last few weeks, late night host Jimmy Kimmel has been “feuding” with Gonzaga University, with Kimmel questioning the school’s very existence and its students, administrators and alumni assuring him that the Spokane school known for its basketball prowess is indeed very real.

In a series of progressively sillier sketches, Kimmel digs into the “elaborate hoax,” airing a parody commercial for the school, chatting with actor Fred Willard posing as Gonzaga chancellor Dr. Gonzo Aga, and interviewing the school’s mascot, a bulldog named Spike.

In response, Spokane news channels have aired rebuttals, and public officials have issued proclamations and statements that #GonzagaExists. As Kimmel put it: “I opened a Spo-can of worms.”

“Hey, @jimmykimmel, as Attorney General of Washington State, I declare under penalty of perjury that @GonzagaU is real. And their players aren’t just great at basketball, they’re also really nice to 10-year-old boys after winning their games!” – BF @Gonzaga_Prez @Jeremy_Jones2 pic.twitter.com/2HbNoazETl

— WA Attorney General (@AGOWA) March 21, 2019

When Brayden Jessen, owner of Zome Design (asi/366115), witnessed all of this March madness, he saw an opportunity to cash in with some well-timed moment merch. “I’m constantly watching what’s happening in the media with our local sports team to see if there’s anything trending that people may want to wear on a shirt,” Jessen said. “When I saw the Jimmy Kimmel bit and all the media outlets talking about it, I knew we had to do something.”

Zome, a licensed Gonzaga printer, got approval to create its own #GonzagaExists shirt design and started selling them online and through deals it’s made with area grocery stores. “This was a last-ditch effort to try and drum up some sales while Gonzaga is still in the tournament,” Jessen said. “In a moment, it can all be over, so you have to act quick.”

The #GonzagaExists merch has been a hit. Zome received 1,000 orders for the shirts the very first night they were posted on the company’s website. “It’s absolutely blown up,” Jessen said. The shirts have gone viral on social media and been featured on Spokane-area radio programs and TV news shows. “Our phones are ringing off the hook with every store begging us for the shirt that was on the news,” Jessen said. “It’s a scramble to fulfill orders as quickly as possible.”

Kimmel even posted a screenshot of Zome’s website showing off the T-shirts. But the swag still didn’t convince the skeptical late-night host. “They sell shirts that say Jurassic Park too,” he quipped during his monologue. “It doesn’t mean dinosaurs exist.”

Extinct species aside, Jessen has been reveling in the attention to his little corner of the country, enjoying Kimmel’s wacky conspiracy theories and the exposure it’s brought Zome. “Jimmy has been airing something about it every night, taking it to the next level,” Jessen said. “It’s been hilarious.”

This isn’t the first time Zome has had viral success, thanks to Gonzaga’s basketball team. Back in 2013, for instance, Zome coined the term “Top Dog” for Gonzaga when it ranked #1 in the Associated Press’ Top 25 NCAA basketball poll. Shirts bearing that simple slogan sold like wildfire at the time, according to Jessen. Last November when the Zags reached the top spot on the AP’s list for the third time, Zome was ready with “Third Time’s the Charm” and “Top Dog III” gear.