Long before a different school put this slogan in blue and gold, the iconic phrase “Play Like a Champion Today” displayed proudly on a sign in Oklahoma’s locker room. Legendary Sooner football coach Bud Wilkinson put the slogan on a sign at OU in the late 1940’s or early ‘50s. Part oath, part good-luck charm, players touch the sign before heading out to the field as a reminder to do what it says – play like a champion.