By Steve Wiseman
The News & Observer/TNS
DURHAM, N.C. — Jared McCain knows the hate is coming.
He’s a freshman guard playing at Duke, which has one of college basketball’s highest profiles. He’s flamboyant, born with a warm but electric smile and blinged out with painted fingernails.
He’s already wildly popular, having built a social media following in the millions thanks to his popular TikTok dance videos.
When you put yourself out there like that, the blowback is inevitable.
“I know during the season there can be some ups and downs,” McCain said. “So getting used to that will be tough, especially with the TikTok. I know people will definitely be in the comments and stuff. So, just got to embrace it. You know, that’s just who I am.”
McCain is simply comfortable in his own skin, having already impressed his new teammates and coaches with his vibe since arriving at Duke this summer from California with the rest of the Blue Devils’ freshman class.
“He’s unapologetically himself all the time, which I love about him” Duke coach Jon Scheyer said, “He’s so secure in who he is as a person and as a player.”
Kyle Filipowski, Duke’s 7-foot sophomore forward who’s an all-American candidate on the court, described something unique when asked what McCain has brought to the locker room.
“A lot of giddiness,” Filipowski said with a smile. “A lot of positive attitudes, which is great.”
A serious side
The 6-3 McCain isn’t all fun and games, though. There’s an earnest, serious side that’s helping him thrive despite being in a setting where the negativity thrown his way could throw his game off.
That side displays itself in his morning routine, which includes journaling and a meditation with which he’s been consistent for the past year and a half.
“I’ve always liked getting up early,” McCain said. “I meditate every single day. I think it just, especially with the social media and the hate and just being on the court, I think it helps me just be so calm.”
He likes to be in the gym by 6 a.m. getting shots up with Duke’s three other freshmen, Sean Stewart, TJ Power and, McCain’s roommate, Caleb Foster. Those early workouts are how they hold each other accountable as they strive to be in position to contribute to a talented Duke team that returns four starters.
Scheyer has no concerns that McCain’s second life as a TikTok superstar, where he has more than 2 million followers, will negatively affect his basketball play.
“He’s got this live personality off the court,” Scheyer said. “When he gets on the court, it’s like a switch. When he steps over that line, he’s as good of a competitor as there is. He’s cut-throat. He’s intense. He always has energy. He’s always talking. He’s incredibly refreshing to coach.”
Building a brand
McCain built his TikTok presence over the past three years.
“It started in quarantine, when I knew I couldn’t be made fun of at school,” he said.
After watching dance videos on the platform, he figured he could dance that well, too.
“I just started watching dances and learning them and posting them and not really caring what people thought,” McCain said.
As his following grew, though, the negativity naturally followed, first in the online comments and from opposing fans during games.
“There’s definitely some times during the season where I’m like, ‘Why? Why am I getting hated? All I’m doing is dancing and smiling and just trying to spread some positivity.’” McCain said. “But they’ll find a way to hate. Then you’ve got to realize that it’s just them projecting their insecurities and them wanting what you have.”
TikTok to the Triangle
That confident, centered approach helped him when he learned about life in the famously compact Triangle, where fans from rival teams routinely interact outside the arenas and stadiums.
On a visit to a local Target, in search of dental floss and other toiletries, he was booed.
“The rivalry is definitely huge out here,” he said with a chuckle. “Definitely takes some getting used to. But it’s been fun, like we obviously get cheered in places we go and people just ask you questions. They just want to talk to you, get to know you. And they love you.”
On the court, McCain plans to be a fierce defender while contributing jump shooting, ball-handling and passing for the Blue Devils this season. Those traits helped him make the McDonald’s All-American team as a high school player, when he was twice named Gatorade’s California player of the year.
Off the court, he’s going to be himself, which means posting TikTok videos of himself and teammates dancing and changing his nail polish color whenever the mood suits him.
“I think I’m more of a serious person on the court and just kind of focus on my craft,” he said. “I think I like having almost separate personalities where I know I can lock in on the court but also have fun off it.”
