Michael Jordan is perhaps the University of North Carolina’s most recognizable alum. He also happens to own one of the biggest sports merchandise companies in the world. With Jordan Brand starting to make noise in the football space, a partnership between the brand and UNC’s football program just makes sense.

North Carolina held a little ceremony celebrating the partnership during halftime of Saturday's excellent UNC-Duke men’s basketball game. (UNC won, 90-83.) During this ceremony, Jordan delivered a speech that got the internet spinning.

It was a normal, predictable speech until the very end, when MJ dropped this little gem: “The ceiling is the roof. Let’s make it happen. Let’s keep moving forward.”

To which people said: wait, what? The ceiling is the roof?

"The ceiling is the roof" pic.twitter.com/RtcKkVUQ1h

— Sports Illustrated (@SInow) March 5, 2017

That’s right. The ceiling is the roof.

Social media lit up.

"The ceiling is the roof". Man I told y'all when MJ was created, God put his basketball attribute at 100 and left everything else at 0.

— Larry Beyince (@DragonflyJonez) March 5, 2017

Let's be real. If MJ came up to you and said "the ceiling is the roof" you'd be like... pic.twitter.com/SODIcif0Lu

— Cooper J (@nomopain2318) March 5, 2017

When u realize the ceiling is the roof pic.twitter.com/5fH5IVluy0

— Desus Nice (@desusnice) March 5, 2017

Michael Jordan just said "the ceiling is the roof" ... pic.twitter.com/3iEPM5hpRK

— Bibba (@apierrelouis_) March 5, 2017

"THE CEILING IS THE ROOF" pic.twitter.com/Jjs4KWMoPw

— THE KID MERO 🇩🇴 (@THEKIDMERO) March 5, 2017

@THEKIDMERO mind blown #ceilingistheroof pic.twitter.com/kzM7lt7fEJ

— Kev Rich (@kevantrich) March 5, 2017

"The ceiling is the roof" is going to be my new favorite saying.

— Jeff Borzello (@jeffborzello) March 5, 2017

"The #ceilingistheroof " - Michael Jordan -- Michael Scott

— James Burns (@jdburns4) March 5, 2017

When the #GOAT says the #CeilingIsTheRoof and you really want to agree with him, but... pic.twitter.com/wM8O7kxwHt

— Sam Dula (@dulaman) March 5, 2017

Wait. The very top of the dean dome, the ceiling is the roof. It's all one structure...#mindblown #michaeljordan #ceilingistheroof

— Hunter Culbertson (@HunterCulb) March 5, 2017

And, of course, the Crying Jordan meme had to make an appearance.

Somebody needs to help Michael Jordan not become another meme #CeilingIsTheRoof

— Horace Bookman (@TriRX_) March 5, 2017

When you're the 🐐 but you screw up your speech   #MJ #CeilingIsTheRoof pic.twitter.com/YOSnpjbJhy

— Lawrence Benedetto (@lawonthedraw) March 5, 2017