When Creighton forward Doug McDermott scored in double digits in each of his first four games last fall, Lawlor's, an Omaha sporting-goods company began printing blue T-shirts whose white lettering read T3ACH M3 HOW TO DOUGI3—a nod to the Cali Swag District song and McDermott's name and jersey number. Bluejays fans snapped them up at $19.98 a pop. "I was kind of embarrassed when my mom bought a bunch for our family Christmas exchange," says McDermott, who neither owns the tee nor does the Dougie.

Should the shirt's sales ever flag, Lawlor's might tap into other Missouri Valley Conference markets to peddle a revised version: TEACH ME HOW TO DEFEND DOUGIE—a task far more demanding than learning a few hip-hop moves. Creighton opponents have been unable to choreograph schemes to undo Dougie, a hyperefficient 6'7", 220-pound sophomore who at week's end was pouring in 23.4 points a game (third in the nation) on 62.4% shooting, including 51.3% from beyond the arc. "I thought the guy single-handedly broke the spirit of my team," said Tulsa's Doug Wojcik after McDermott dropped 35 points in an 83--64 rout on Dec. 19.

"He has a real gift for taking the ball from the catch to the shot efficiently and quickly," says coach Mark Phelps of Drake, which surrendered 30 points and nine rebounds to McDermott in Creighton's 77--69 win on Jan. 25. "He can release it at any angle or level and still get it there. He can jump, he can get fouled, and right at the end he can get it up there with a really soft touch. And his basketball IQ is really high."

"He's a nightmare," says Bradley coach Geno Ford, whose team has surrendered 44 and 24 points to McDermott in two losses. "He is as smart a player as I've seen in a long time. He reminds me of Wally Szczerbiak. He has incredible hands, incredible timing, great feet. He's always a pass ahead. It's almost comical how many times he allows the defense to beat him to the spot so he can reverse-seal his man and catch it on the other s...