If you saw the headline above and scratched your head in bewilderment, let’s take a step back.

Over the weekend, a photo of man—fully nude and straddling a dead shark—started to go viral, at first in animal rights circles but later among college football fans. Why? Because the sandy-haired, thickly built gentleman mounting the shark looks a hell of a lot like Florida football coach Jim McElwain.

Here’s a crop of the photo with the man’s bare, pasty ass cut out. (You can see the full photo here.)

• Ed Orgeron’s energy drink habit is truly alarming

And this is what Jim McElwain looks like.

Getty Images

Pretty similar!

Deadspin has been covering this story fairly extensively and asked the Gators for comment. Through a school spokesperson, McElwain denied any involvement. (Deadspin also asked Jimmy John’s if the sandwich chain’s founder was the dude straddling the shark. He’s not.)

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But college football fans are still having fun with the possibility, making some pretty awesome photoshops. It just won’t die, so McElwain addressed the “issue” with reporters on Tuesday night.

McElwain, as you can see in the video above, wasn’t laughing.

“Well, first and foremost, I don’t know who it is, but it isn’t me,” McElwain said.

“Clearly,” Orlando Sentinel reporter Edgar Thompson replied. “I mean, what’s your feeling in general, just that something like this could even get out there and become a story?”

“I guess that’s for you guys to answer,” McElwain answered. “You know, in the world we live, what is a story? I just know this: It isn’t me.”

At least we know what the most popular sign at College Gameday will be this year.