The rivalry between Duke and the University of North Carolina at Chapel Hill is a plotline on the show — Tim and his eldest son, Saxon (Patrick Schwarzenegger), both went to Duke, while his wife Victoria (Parker Posey) and their daughter Piper (Sarah Catherine Hook), attended Chapel Hill.

In a show that features an array of disturbing story lines, the actions — and wardrobe — of a character have gone “too far” for the university.

The Duke Blue Devils collapsed in epic fashion against the Houston Cougars in the Final Four. The students at Cameron Indoor Stadium were utterly heartbroken.

A university spokesperson said the HBO Max show “does not reflect our values or who we are, and simply goes too far."

The school issued a statement and said that the show uses their logo without permission in “troubling” imagery, which has since spread across social media.

Duke University has a bone to pick with season 3 of “The White Lotus.” After Jason Isaacs ’ character, Timothy Ratliff, donned a Duke T-shirt while holding a gun to his head in a recent episode of the HBO anthology series, Duke slammed the wardrobe choice in a Wednesday, March 26, statement to The New York Times.

As this season of The White Lotus continues to push the limits of Mike White's imagination, a particular subset of the audience is not happy.

Ahead of the season-three finale of “The White Lotus” on Sunday, here’s a look at how some brands affiliated with the hit Max show have fared.