It's well-documented by now, the mantra that has become Louisville basketball's identity this season: "Tough. Together. Unbreakable."

Andy Kettler is the "Tough" part.

Kettler, Louisville's hulking first-year strength and conditioning coach, is just as in tune with emotional toughness as he is physicality. He and his family have already endured the most heartbreaking loss possible: the death of a child.

Jaxen Kettler died July 24, 2016 at age 2 after a five-week battle with brain cancer.

When the Cardinals take the KFC Yum Center floor Saturday to play Pittsburgh, Louisville's staff will stride out wearing customized black-and-gold Adidas sneakers with "Jaxen's Journey" emblazoned on the toes, a nod to the nonprofit Andy's wife, Kimbraly Kettler, started for pediatric cancer research.

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Kimbraly, daughter Brynley (8) and son Isaiah (19 months) will each get a pair of sneakers, too.

Andy Kettler's office is dotted with photos of his family, Jaxen among them, and some players have asked about his son and heard Jaxen's story. But Kettler is very conscious of taking attention away from what he sees as the team's primary focus, the games ahead on the schedule.

"It's kind of weird sitting here," he said Wednesday moments after taking a seat at the dais in the Yum Center media room. "I don't want to be a distraction from the team, coach and what we're trying to get done here."

It's the same humble, self-effacing attitude that prompted Chris Mack to hire Kettler away from Bob Huggins' program at West Virginia, where he had worked for 10 years.

"First, he cares for our guys well beyond them being basketball players," Mack said. "He just loves them as people, and I think that allows him, secondly, to do his job at a really, really high level."

Kettler has developed a reputation as an intense, in-your-face coach with a soft, humorous side. He pushed Louisville players to add weight and build muscle over the summer and post their progress using the hashtag "Transformation Tuesday."

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As Mack said, "You can lead a horse to water but you can't make him drink — Andy probably can make him drink." But Kettler also emphasizes cultivating trust.

"Sets and reps are kind of to the side," he said. "The most important and greatest thing I have is my relationships with these kids. ...I want to know where they're from, who their family is, what they've been through. How can I help them as people?"

Like Mack, Kettler is a Cincinnati native and graduated from St. Xavier High School, albeit nine years after Mack. Kettler said he knew Mack's reputation as a coach and jumped at the chance to join him in Louisville.

"Chris is a teacher and educator," Kettler said. "I was kind of hoping that the toughness and attitude I can bring combined with what he does and the staff, that maybe we could do something really special.”

Saturday, it's Louisville's turn to do something special for him. The Kettlers previously hosted a charity golf event to raise money for Jaxen's Journey, but this will be their first time taking part in a national initiative like Coaches vs. Cancer Suits and Sneakers Awareness Week.

It's been two-and-a-half years since Jaxen passed away, and reminders are still present daily.

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"I can only speak for us, you don't want people to forget," Kettler said. "The people who I've met are amazing, but it's tough when people say, 'Hey, are you married?' Yeah, yeah. 'How many children do you have?' It's kind of like, where do you go with it?"

Jaxen's birthday and photo are included in Andy's bio page in Louisville's media guide. Holidays and old videos that unexpectedly pop up on social media can be bittersweet. The reality is that the pain will never fade for good.

Saturday's game is a conscious effort by Andy and Kim to keep the memories of their firstborn son alive. Pain may be unavoidable when Jaxen's Journey takes center stage at the Yum Center, but so too is love.

More information: jaxensjourney.com

Danielle Lerner: 502-582-4042; dlerner@courierjournal.com; Twitter: @Danielle_Lerner. Support strong local journalism by subscribing today: courier-journal.com/daniellel.