For more than a year, fans have proudly flashed their support of the University of Kansas Jayhawks across their chests and snapped photos for the popular Twitter account @KUBoobs as a good luck ritual for their beloved sports teams.
The "boobment," as they called their movement, was not affiliated with the university. And now it's busted. Well, sort of.
"The Twitter account is one thing but when it crosses the line into a commercial venture, then we have an issue," Jim Marchiony, associate athletic director at the university, told ABCNews.com.
Marchiony said the site had violated the university's trademark and had also sold merchandise, including wristbands that say, "I <3 KU Boobs."
"They are selling things with our mark on it and that is a violation of our trademark that the university has on the KU mark," he said.
The @KUBoobs account said in a tweet today that the wristbands were being sold to benefit Making Strides Against Breast Cancer and that it was no longer being allowed to sell them.
Several attempts today to access the KUBoobs.com website were unsuccessful and an administrator for the site did not immediately respond to an email from ABCNews.com.
On Twitter, the letter sparked outrage from Jayhawks fans who sent in their cleavage-baring photos in droves. It also spawned a new hashtag, #SaveKUBoobs.
This good luck ritual has spread to more than 500 universities and professional sporting teams, according to the @KUBoobs account, which as of this afternoon, had racked up more than 61,000 followers.