From Bomb Squad to Boombox: Amir Khan, McNeese State’s Unlikely Social Media Star

Providence, R.I. – In the electrifying atmosphere of the NCAA Tournament, where Cinderella stories are born and basketball dreams take flight, a different kind of star has emerged from the ranks of the McNeese State Cowboys. He’s not a towering center dominating the paint, nor a sharpshooting guard draining clutch three-pointers. Instead, the most recognizable face associated with the McNeese State basketball program belongs to Amir Khan, a 5-foot-7 senior whose most significant athletic achievement prior to this year was a 30-point performance for his school’s intramural basketball champions, the Bomb Squad.

Khan, a 22-year-old sports management major hailing from Lake Charles, Louisiana, has become an internet sensation during the Cowboys’ improbable journey to the second round of the NCAA Tournament. Serving as the program’s student manager, Khan has captured the attention of millions online, leveraging his newfound popularity to secure a series of lucrative Name, Image, and Likeness (NIL) deals.

"He’s bringing crazy attention," remarked P.J. Mitchell, the Associate Athletics Director for Creative Media at McNeese State, underscoring Khan’s undeniable impact on the program’s visibility.

Khan’s rise to viral fame began before the current season, when he assumed the role of team manager. He initiated a unique pre-game ritual, leading the Cowboys onto the court with a boombox slung around his neck, blasting a mix of popular and obscure tracks as the team’s self-proclaimed hype man. Initially, this routine went largely unnoticed outside of the team’s inner circle.

However, everything changed on February 22nd, during a game against Texas A&M-Corpus Christi. Mitchell posted a video on X (formerly Twitter) capturing Khan and the team exiting the locker room to the sounds of "In & Out," a song by the relatively unknown rapper Lud Foe. To the astonishment of his teammates and the delight of online viewers, Khan began rapping along to the song, word for word, triggering a viral sensation that catapulted him and the McNeese State program into the social media spotlight.

"It was an amazing moment, because it was so genuine. It was just me feeding off their energy," Khan explained. "That’s kind of how it’s been all year. We have a great relationship. It’s definitely fun to be a part of."

The impact on McNeese’s online engagement has been staggering. Mitchell reported that in March of the previous year, the program recorded 1.4 million engagements on X. In the past seven days alone, that number has exploded to an "indescribable" 1.5 million, a figure so overwhelming that Mitchell’s phone crashed twice after the Cowboys’ upset victory over Clemson, due to the sheer volume of notifications.

This online popularity has translated into real-world recognition for Khan. Good Morning America dispatched a crew to Providence to interview him for an upcoming segment. On and around the McNeese State campus, students and supporters now routinely approach him for pictures, hoping to capitalize on his social media cachet to boost their own online presence.

"I think it’s pretty cool," Khan said humbly. "They ask for a photo, and I’m never going to turn that down if they want to do it, for sure."

Amidst the avalanche of likes, retweets, and shares, Khan remains committed to the often-unglamorous tasks that define his role as team manager. He diligently rebounds shots during practice, cleans the locker rooms, and washes the team’s practice and game jerseys, all the while maintaining a positive attitude and unwavering dedication.

"Everything he does for the team, it goes unnoticed," acknowledged senior guard Javohn Garcia. "But it’s noticed now."

Khan’s virality positions him as a unique phenomenon in the evolving landscape of college athletics. While players have been able to benefit from the introduction of NIL deals, Khan has secured endorsements from major brands solely based on his online appeal and personality.

He has signed NIL contracts with Insomnia Cookies, Buffalo Wild Wings, and the online ticket vendor TickPick. These deals provide "free cookies and a little bit of compensation," Khan said, adding that he has been responsible with his earnings, refraining from making any significant purchases. "But I’m getting some compensation. I enjoy the free cookies, though."

Rather than causing friction or resentment, Khan’s newfound fame has been embraced by the team, who are energized by his infectious enthusiasm. Garcia described Khan’s energy as "contagious," a sentiment echoed by other members of the program. This support was visually demonstrated during the Cowboys’ upset victory over Clemson, when McNeese cheerleaders and junior guard Sincere Parker wore socks adorned with Khan’s smiling face.

"He brings the energy on and off the court," Garcia emphasized. "The boombox, practice, rebounds. He talks to us, like, giving people confidence during the game."

That the Cowboys are celebrating his newfound fame "means a lot to me," Khan admitted. "It’s been absolutely positive. They’ve embraced it."

Khan’s time as student manager, and his remarkable run of online fame, could come to an end as soon as Saturday, when McNeese faces No. 4 Purdue in the second round of the West region. Regardless of the outcome, Khan’s next goal is to graduate. After graduation, he aspires to become a graduate assistant coach "for any college basketball program that’s willing to take me," an ambitious objective for a student manager whose pre-college basketball career peaked before middle school.

However, in addition to his managerial responsibilities, Khan has been actively absorbing knowledge from coach Will Wade and the Cowboys’ coaching staff.

"I’ve enjoyed being part of the basketball program the past two years," he said. "There’s no feeling like it. So why not continue to do it?"

Amir Khan’s story is a testament to the power of authenticity, hard work, and the unpredictable nature of virality in the digital age. He has proven that even in the high-stakes world of college basketball, there is room for an unlikely star to shine, reminding us that sometimes, the greatest contributions come from those working behind the scenes. His journey, from intramural champion to social media darling, is a reminder that opportunity can arise from unexpected places, and that a genuine passion for the game can open doors to possibilities one could never imagine.