Duke men’s basketball Coach Mike Krzyzewski was all smiles as he riang the opening bell at NASDAQ in New York on Thursday.

Krzyzewski and friends and family were there to raise awareness of first generation college students and the Emily K Center.

“The Emily K Center, named after Krzyzewski’s mother, was founded by the head coach in 2006 and helps low-income students in Durham get to college,” notes the Duke Chronicle. “Every graduating high school senior that went through the ‘Scholars to College’ program last year will attend college, with one going to Pennsylvania and becoming the first student in the program ever to attend an Ivy League school.”