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The cost of eyeblack.com's non-reusable patches range from $1.25 to 72 cents, depending on how many sets are ordered. Fans have started buying online, too.

"People sometimes say, 'It's a faddy thing,' '' Beveridge said. "But a fad dies out, and, in this case, the same teams are buying now that were buying then, and we're adding more.

"The beauty of the patch is that it's also fantastic for softball, lacrosse, field hockey ... and we're starting to see those teams order as well."

Players who wear the adhesive strips with pre-printed emblems say they like that option because it blocks the sun while showing school spirit.

"It helps when you're playing during noon games and afternoon games,'' said Idlette, one of about 30 Deacons wearing stickers with logos.

For others, printing their own messages on blank patches mixes function with self expression.

Before every Carolina game, assistant equipment manager Jason Freeman grabs a silver Sharpie and takes requests. Some Tar Heel players prefer the pre-printed blue "NC". Others prefer their area codes -- Heisman winner Reggie Bush of Southern Cal made that famous -- or initials, names and sayings.

Linebacker Larry Edwards, for example, has "Family" printed on one cheek, and "Faith" under the other. Running back Barrington Edwards sometimes wears "RIP Mike" to commemorate a cousin.

And then there's Holley, who is now barraged by requests from friends and family.

"I don't talk much on the field,'' said Holley, who wore his number "9" as a sophomore and "RIP Grandma" last season. "But every time somebody looks into your face, they feel, now, what you're feeling."

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