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For years, Steve Alford has tried to escape the labels that chase him.

If Alford had his way, friends say, his business card would read "basketball coach," not "hopeful Indiana coach" or "former Hoosiers star" or "unloved Iowa coach."

But in Iowa City, Iowa, Alford might always be known as the Indiana golden child whose star dimmed when he traded his jersey for a pinstriped suit.

His journey from the Midwest to the Southwest - Alford is expected to be announced as the University of New Mexico men's basketball coach at 2 p.m. today - is another chance for the coach to put the title of the job ahead of his well-known name.

Not the reverse.

"He just always wanted to be his own man - a coach," said Keith Smart, Alford's teammate at Indiana and now an assistant coach with the Golden State Warriors.

"He didn't want to be labeled as a guy who was only going to coach at Indiana or play at Indiana. He might have had struggles and situations at Iowa because he was so focused on that, but he showed throughout that he can run a program.

"Hopefully in New Mexico they won't see him as legendary player-turned-coach. They'll see him as a coach, then understand the person. And the person is the coach."

To some Hawkeyes, Alford's eight-year tenure at Iowa was a disappointment. One of the most celebrated stars in Indiana's history, equipped with a national championship as a player in 1987 and a successful coaching stint at Missouri State, couldn't find favor with the Iowa followers.

Three NCAA Tournament appearances and two Big Ten tournament titles in eight seasons didn't cut it.

A decision to keep Pierre Pierce on the team after the player faced sexual assault charges made boosters and students scoff.

Those who watched Alford through the Iowa years say he was guarded and unapproachable. Some euphemisms used by friends include private, serious and focused.

Suddenly, the Steve Alford name carried less weight. His recruiting success floated somewhere between lukewarm and mediocre, a recruiting expert said.

The family man with Christian values and a hard-working style of coaching likely helped his cause over time. But nothing, it seemed, could erase the memories of his early years and his "mistakes."

"I think he was just kind of used to being the center of attention and used to things going his way," said Pat Harty, a columnist with the Iowa Press-Citizen. "The big ego and confidence that helped him become a great player really hurt him as a coach.

"When things are going right, he can be very charming. He just runs into trouble when things aren't going well."

While the Alford name didn't always resonate in Iowa, he received glowing reviews at Southwest Missouri State, where he led the Bears to a Sweet 16 appearance. Alford posted a combined 156-77 record at Division-III Manchester College and Missouri State. He was 152-106 at Iowa.

"He was such a visible part of the community, a dynamic speaker, a well-dressed, well-groomed individual with a great sense of humor," said Mark Stillwell, a sports information director with Missouri State.

"He never had a problem telling a joke. Just because he was a serious, focused individual didn't mean he had no personality. But he always put the best face and the program forward. He was a very positive role model for the program."

Alford is on the National Association of Basketball Coaches ministry team along with the man he's replacing, Ritchie McKay. Alford reportedly gave to numerous Iowa charities.

He met his wife, Tanya, in grade school, and the two have three children. He golfs often.

"He's very serious and he's pretty direct, which gets him in trouble sometimes," said Jim Walden, the former Iowa State and Washington State football coach who hosts an Iowa radio show on Sundays. "He'll say things without thinking.

"He's pretty private, but he's accessible. He goes out and does Hawkeye deals. He's good on his feet. He's the new era of coach. Some older coaches will show up at a function at 6:30 for a 7 p.m. meeting, drink a beer and shoot the breeze. That era is over. Guys like Steve eat, talk and are out of there and on the move."

In college, Alford was the teammate whose ability and hard work always dwarfed his ego, Smart said.

Alford often invited teammates over for pizza and to watch basketball on the TV in his Bloomington apartment.

He could have been untouchable, but instead he was a regular guy, Smart said.

"The reason we had success on the court is because the guy had no ego," Smart said. "He never came over and said that this is my team. He's never been on his pedestal to this day."

For now, all that remains is the Albuquerque faithful embracing - or rejecting - the new Lobos coach.

"I hope he's welcomed," former Lobo Hunter Greene said. "I don't really know much about him. I'd like to meet him first and learn about him."

Shedding labels might have been a struggle at Iowa, but his move to the Southwest and The Pit could finally bring Alford the label he has sought - that of the successful, and appreciated, coach.

"He has all the ingredients to be a top-flight Division-I basketball coach," said Todd Brommelkamp, editor of Hawkeyes Report. "It just wasn't going to happen at the University of Iowa. Steve Alford will recover faster than the University of Iowa."

Iliana Limón and James Staley contributed to this report.