There was something new in the air on the east side of Houston last Thursday.

More hype, more juice, more electricity is how the kids would describe it these days.

It was game one of the Shannon Carter-era at Goose Creek Memorial and the Patriots delivered 72-7 over Sam Rayburn.

"Even before the game in the locker room, you could feel it," Carter said. "The music was playing and the kids were hyped. Usually we have a cool-down period, but I just told the coaches to let the music playing. They took the energy out of the field."

Football is different now, especially for a team trying to build a new culture. Coaches don't just coach, they have to market their program.

"We've been intentional with it," Carter said. "We've been pouring our messaging into the school and they are supporting us. From 'Speak Victory' to 'Made Up Minds' – it's resonating. I think the kids feel different. They have a new lease on life as a football team."