Context:

Ahead of Super Bowl LX, tensions between Bill Belichick and Patriots owner Robert Kraft have intensified, exemplified by Belichick's girlfriend, Jordon Hudson, wearing a shirt referencing the spa where Kraft was arrested in 2019 for solicitation charges that were later dropped. This act appears to be a deliberate jab, occurring just a day before the game and amid a long-standing feud that began when the Patriots parted ways with Belichick in January 2024. Despite Kraft's recent acknowledgment of Belichick's coaching legacy, the relationship remains strained, highlighted by Belichick's subtle critiques of Kraft and their mutual snubs from the Pro Football Hall of Fame. The implications of this ongoing discord suggest that their rivalry could complicate any future reconciliations, especially if they are ever inducted together into the Hall of Fame.

Dive Deeper:

• Belichick and Kraft's feud began in January 2024 when the Patriots decided to part ways with the six-time Super Bowl-winning coach. Reports indicate that Kraft undermined Belichick's job search by warning potential employers about his trustworthiness.

• Jordon Hudson's choice to wear the 'Orchids of Asia Day Spa' shirt, coinciding with UNC's support of Patriots QB Drake Maye, is seen as a direct affront to Kraft, particularly given the spa's association with Kraft's 2019 arrest for solicitation.

• In August 2025, Belichick subtly criticized Kraft during a discussion about college versus NFL coaching, indicating relief over the absence of an owner and the pressures associated with that role.

• Both Belichick and Kraft were snubbed by the Pro Football Hall of Fame in early February 2026, with Kraft publicly praising Belichick's contributions to the game while acknowledging ongoing personal differences.

• Belichick's actions, including banning Patriots scouts from attending UNC practices and restricting UNC's social media team from sharing Patriots content, reflect the deepening rift between him and Kraft.

• The ongoing feud suggests that if Belichick and Kraft were to be inducted into the Hall of Fame together, it could lead to an awkward situation given their unresolved conflicts.

• Hudson's provocative shirt choice has fueled speculation that the feud is far from over, raising questions about the future dynamics between Belichick and Kraft as they navigate their respective careers.