updated 2:35 a.m. ET April 5, 2005

Appearing on Sporting News Radio's "James Brown Show," Duke coach Mike Krzyzewski defended his appearance in an American Express commercial against critics who have suggested the ad gives the Blue Devils an unfair recruiting advantage.

"Well, we're honored," Krzyzewski said. "It's part of this initiative to get college out there. We don't need a commercial to recruit. We have what we've done for 25 years and Duke University. That (the commercial) has nothing about recruiting for basketball players.

"I'm not going to apologize for that," Krzyzewski added. "It's done in great taste. If someone thinks that's a recruiting advantage or that's why it's done, I feel bad for them. I'm proud of it."

According to a report in the Charlotte Observer, there have been multiple media inquiries to the NCAA as to whether the commercial amounts to a loophole recruiting pitch for Duke.

"The NCAA membership has not adopted any rules that would prohibit coaches from endorsing commercial products such as American Express," the statement said. "NCAA rules strictly prohibit the use of currently enrolled student-athletes in any advertising for commercial products or services, but they do not prohibit the use of an institution's facilities."

USA Today also reported that NCAA president Myles Brand "has fielded a number of calls (about the commercial) from concerned ADs and commissioners, presumably on behalf of their teams." But according to the report, Brand "has no problem himself with the spots."

"Any time a coach speaks well of college sports and talks about the role it plays in young men's and young women's lives, how it's a positive influence in our culture, I'm pleased to see that on TV," Brand said.

The commercial received heavy air time during the Final Four, an NCAA-mandated dead period for recruiting, when college coaches are prohibited from talking to high school players.

"I am a leader who happens to coach basketball," Krzyzewski says in the ad. "When they get out into the workplace, they're armed with not just a jump shot or a dribble. I want you armed for life. I want you to develop as a player. I want you to develop as a student, and I want you to develop as a human being. My life isn't about playing games. That's why my card is American Express."

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