How Jared McCain of the OKC Thunder manages TikTok popularity alongside his NBA career
The atmosphere at the airport in Oklahoma City has turned into a ritual: Thunder supporters positioned behind a tall, gated fence eagerly anticipate the opportunity to high-five players returning from away games. Occasionally, this occurs in the early hours of the morning.
On the morning of April 11, a collection of fans waved signs and enthusiastically cheered for their favorites — current NBA MVP Shai Gilgeous-Alexander, Jalen Williams, Chet Holmgren, and Luguentz Dort. However, the excitement seemed to reach its peak for Jared McCain, who energetically jumped up and down before exchanging high-fives with fans.
McCain then took a position on a makeshift stage amidst the cheers and chants of “OKC” that were loud enough to awaken the city. He raised his arms to engage the fans and began to dance.
He turned his head to the left, stepped forward with his left foot, flexed his arms to his sides, then brought his left foot back and twirled his hands in a circular motion. He repeated the action, alternating between his right and left foot. Gilgeous-Alexander, Williams, Aaron Wiggins, Jaylin Williams, and Isaiah Joe stood nearby, laughing loudly and recording the performance.
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This is Jared McCain showcasing his talents for the social media presence he has been cultivating since he first uploaded a TikTok video on February 6, 2020. His dance routines frequently set trends on the platform, transforming understated sounds into viral sensations. Brands such as Crocs, Sally Hansen, and DoorDash have collaborated with McCain on his page. His initial sponsorship video was created during high school, as student-athletes in California are eligible for NIL.
McCain, a guard for the top-seeded Thunder in the NBA playoffs, has over 5 million followers on that social media platform, surpassing the combined total of both his NBA teams to date (Thunder and Philadelphia 76ers). He has accumulated 223 million likes — and continues to grow. He seamlessly merges these two aspects of his life: one as a professional basketball player who scored 15 points just hours earlier in a loss to the Nuggets, and the other as a TikTok creator known for his engaging personality and dance skills.
For his Thunder teammates, that evening at the airport was a delightful chance to generate content. For McCain, it exemplified the influence his platform has — establishing him as a recognizable figure … even among fans who may have never witnessed him make a 3-pointer.
“I think it’s really cool that people approach me and still don’t realize I play basketball,” McCain told ESPN. “They only recognize me from TikTok. I think that’s really cool. The fact that I have two distinct platforms like that, two different ways of knowing me, I think it’s fantastic.”
Gilgeous-Alexander, who averaged 6.6 assists during the season, recorded another one that early morning at the airport. He utilized McCain’s phone to film so McCain could later share the dance video on his account, featuring a remixed audio of Rihanna and Drake’s “Work.” The post achieved 5 million views in under a week. Jaylin Williams provided his perspective on TikTok, captioning it: “show them that lil dance you be doin.” It quickly became one of Williams’ most viewed posts.
“I think it obviously plays into the influence you have for the younger generation. That’s all this is really about,” McCain stated. “Being able to just influence positivity and being able to be yourself no matter what the situation is to the younger generation.”
As a freshman at Centennial High School in Corona, California, McCain’s first post featured him dancing alongside a teammate. He uploaded four additional videos until the COVID-19 pandemic emerged. TikTok provided an alternative activity during the lockdown.
He primarily dances, something he mentioned to ESPN he has always enjoyed. However, he lacks a formal dance background, noting that he watched the Disney series “High School Musical.”
“It’s just from birth, man. It’s from birth,” McCain remarked about his dancing. “Shout out to my Mom and Dad, man. They have rhythm. I feel like I inherited it from them, and it just kind of takes practice. Usually some time and practice.”
As with most content creation, it required time to cultivate a following. By May 2021, his videos consistently reached six figures in views. He collaborated on a duet with NFL wide receiver JuJu Smith-Schuster, who is also known for showcasing his dance moves.
The locker room at Centennial became part of TikTok history. He returned there after being drafted by the 76ers in 2024, dancing in a video captioned: “[If you know you know] this locker room,” which garnered over 15 million views.
McCain identified the Nike EYBL Peach Jam tournament in July 2021 as the moment he recognized his account’s growth. With a broad smile, he posted popular dances after each game, prompting comments such as: “Bro makes this then drops 45” or “AAU star by day, TikTok star by night.”
“That’s when it started to go back and forth,” McCain explained. “And they started to realize I played basketball, and that’s when I began to receive [college] offers, and it happened simultaneously.”
His prominence on and off the court ascended in parallel. The views surged as schools pursued him. McCain documented this progression.
An official visit to Louisville warranted a post to the TikTok audio “Ski x Surf,” one of his favorites. A month later, he danced during an official visit to the University of Houston. McCain would return home, where he frequently filmed videos with his teammates or mother.
When he committed to Duke in March 2022, McCain also shared his decision on TikTok, attracting over 3 million views.
As he prepared for college, questions arose regarding how he would balance his social media presence with playing basketball. Duke coach Jon Scheyer stated before McCain’s freshman season that he had no concerns about TikTok affecting McCain’s performance.
Scheyer was correct. McCain averaged 14.3 points and five rebounds per game on a Duke team that advanced to the Elite Eight. Following Duke’s Sweet 16 victory, the locker room featured McCain and his teammates dancing for TikTok. One user commented: “imagine being Houston hearing this in the other locker room.”
The 76ers selected McCain at No. 15 in the first round of the 2024 draft — a day that also included four TikTok posts.
Less than two years later, McCain likened his balancing act of posting and playing basketball to that of any other professional athlete with a social media presence.
“We have a social media account, and many of them engage in brand deals and such. For me, TikTok posting is something I’ve been doing for a long time,” he stated. “So I kind of know how to balance it, whether it’s timing of posting after losses like, not really posting then. Just being aware of it.”
McCain’s first video following the draft featured him in a 76ers uniform with the caption: “First TikTok in a NBA JERSEYYY,” which became his second-most liked TikTok ever with just under 3 million. Commenters enjoyed witnessing his transformation from a baby-faced freshman to a lottery pick.
A strong start as a rookie — 15.3 points per game in 23 games — amplified the stardom he had built off the platform, with fans following his journey in a distinctive manner. His locker room videos continued, and teammates participated, including a notable post with veteran guard Kyle Lowry that surpassed 7 million likes. After suffering a season-ending injury, McCain shared his post-surgery reflections on TikTok, expressing gratitude for the support.
Other NBA players took notice.
“Just being on social media, of course you see Jared. You see his TikToks everywhere,” Jaylin Williams told ESPN. “But at that time, I just viewed him as a young kid doing TikToks.”
As McCain gained popularity on the app, his posts frequently included comments from viewers like: “Imagine if Jared was on the Thunder.”
“Yeah, I’ve seen those,” McCain replied, smiling. “It’s pretty wild how it’s a full circle moment.”
The 76ers traded McCain to the Thunder on February 2. Two days later, his first statement following the move appeared on TikTok. He shared a “tribute to Philly” by singing a snippet from Olivia Dean’s “A Couple Minutes.”
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In his next post, he commenced his Oklahoma City chapter, wearing an “OKC” shirt and dancing in his hotel room with the caption: “I need a new home,” which exceeded 2 million likes. McCain stated it was all about expressing his genuine feelings to “the TikTok community” during his first trade.
While his Philadelphia teammates had firsthand experience with McCain’s TikTok fame, those in Oklahoma City were not yet familiar.
Williams mentioned he had seen McCain record only “a couple” of videos since they became teammates. However, on March 1, McCain shared a video of himself dancing to the chorus of Milky’s “Just The Way You Are,” while Williams and teammate Isaiah Hartenstein stood in the background — almost like proud older brothers watching over.
“We had just arrived late into a city, and we randomly put it on, and they wanted to be in it, so we just put it together,” McCain explained. “So it’s one of those things just having fun, new teammates just being able to vibe with them.”
Before Williams could respond about what it was like to record the video, McCain interjected with “generational opportunity,” before the center clarified.
“Nothing crazy,” he said. “Normal video.”
However, when informed by ESPN that it is one of McCain’s most popular TikTok videos at just under 18 million views, Williams was taken aback. He exclaimed, “OH,” before calling across the locker room to ask Hartenstein if he was aware, too. The center was not, and that sparked a conversation.
“We should get a percentage,” Williams suggested to McCain, who was nearby at his locker. “… We should get a thousand [dollars].”
Hartenstein and Williams then inquired whether ESPN knew how much McCain earned from the video, but the guard clarified that he is not part of TikTok’s creator fund. The two centers concluded that McCain likely secured another deal from it. Amid the discussion, Williams discovered the number of likes it received.
“A million point [nine] LIKES?” Williams exclaimed.
Eventually, the trio reached an agreement — agents not involved — that would require a share of McCain’s next TikTok endorsement video. They did not disclose terms, but they did shake hands.
McCain then returned to preparing for the game against the LA Clippers that night, swiftly transitioning from one aspect of his life to another. He recorded a follow-up video with Williams and Hartenstein a week later, with Hartenstein avoiding the camera this time. It received over 1 million likes in four days.
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With TikTok gaining popularity just before the pandemic, McCain is arguably at the forefront of a trend of athletes utilizing the app. And he wouldn’t have it any other way.
“I just think over time it’s kind of been like that. Whether kids come up to me saying that I inspire them to do certain things, but I’m just being myself,” he stated. “Then whatever positive outcomes arise from it are good.”
