James Harden's beard inspired t-shirts, fake facial hair worn by fans and even songs.
But the OKC Thunder nation is feeling Beard betrayal after Harden couldn't reach a contract agreement with the team and was traded to the Houston Rockets.
"I didn't feel he was one of those players who could do that," says Thunder Fan Tony Veliu on Harden's unwillingness to sign for the less money to stay in OKC.
Businesses that have thrived selling Harden merchandise are now getting creative.
"We are trying to find stores in Houston who may be interested in them," says Blue Seven owner Caleb Arter.
Arter says he was able to cancel Harden t-shirts orders, but his store still has many on store shelves.
Meanwhile, a Thunder team billboard featuring James Harden has been removed.
Monday, the team introduced Kevin Martin and Jeremy Lamb, the two players acquired in the Harden trade, to the local media.
"I've been waiting to play on a team like this," says Martin.
"It was surprising, but it was good news," says Lamb about getting news of the trade.