‘Aura’ is McNeese student manager Amir Khan’s middle name. No, it’s not on his government ID, but it’s a title he has earned. The McNeese State Cowboys made headlines with their stunning win over Clemson in, while head coach Will Wade’s future remained uncertain. Amid all this, it was Khan who stole the show.

In February, he went viral after leading the Cowboys out of the tunnel, giant boombox in hand, rapping to Lud Foe’s In & Out. His moves, combined with the team’s energy, made him an instant hit with the fans. No one was ready for the change in fate that would bring.

Global brands, his own merchandise line, and even cheerleaders wearing socks featuring his face were proof of his growing influence. What’s more? Through all his deals, he reportedly bagged a six-figure income!  Speaking on his unexpected stardom, he told AP, “It’s been absolutely surreal. I’ve been a big March Madness fan my whole life. And just to be here and have the attention on me, it’s more than I’d ever imagined.” 

Here’s a look at some of the major brands that have jumped on the Amir Khan hype train:

• Buffalo Wild Wings: They saw Khan’s energy and knew he was the perfect fit.

• TickPick: Their logo is now on his iconic boombox.

• Topps Trading Cards: His boombox entrance is now immortalized on a Topps card.

• Insomnia Cookies: Late-night snacks and college basketball? Perfect combo. Khan’s partnership makes total sense.

• PSD Underwear: Apparently, even underwear brands want in on the action. Khan’s got style, so why not?

• Formula Bot: An AI brand teaming up with a guy who went viral? Makes sense—both are all about innovation.

• TurboTax: If Khan can manage NIL deals, he can probably handle taxes too. Or at least promote someone who can.

• Fortnite: There’s talk of Khan making an appearance in the game. Imagine dropping into battle with a virtual boombox.

• Rock ‘Em Socks: Socks with Khan’s face on them? Fans are already rocking them at McNeese games.

• GLD: A jewelry deal? That just adds to his rising star status.

• Under Armour: They flew out to personally hook him up with custom gear. That says it all.

• Upcoming Deals: More than 100 companies want in, including DoorDash and even the Yellowstone TV show producers.

Beyond business, Khan’s fanbase is exploding. His TikTok, Instagram, and X accounts are gaining thousands of followers. At McNeese games, fans chant his name, while his face appears on everything from socks to posters. As McNeese’s Cinderella story continues, so does Khan’s rise.

Is Amir Khan McNeese State’s secret weapon or just a viral sensation?

What makes a student manager go from behind the scenes to the face of a team? For Amir Khan, it all started with a simple pregame ritual—carrying McNeese State’s massive boom box and leading the team out of the tunnel. It was just another game day, something he had done before. But this time, something clicked. The players had picked Khan’s favorite song.

As the first beats of In & Out by Lud Foe blasted through the speakers, Khan didn’t just listen—he performed. Bar for bar, word for word, he delivered with confidence, hyping up the players before they stormed onto the court. The moment was special. And then? The internet did what it does best.

Millions watched the clip and phrases like “Bro in the glasses has aura” started trending. Suddenly, Khan wasn’t just McNeese’s student manager—he was their hype man, their energy source, and, in some ways, their good luck charm.

While Khan’s rise to fame may seem like an overnight sensation, his journey has been anything but easy. From early mornings setting up practice to late nights handling team logistics, he does the unglamorous work that keeps a program running. Even head coach Will Wade—who started as a student manager himself—knows how important guys like Khan are. And if McNeese’s success this season is any indication, maybe having an “Aura” guy really does make a difference.

So, is Amir Khan just a fun internet moment? Or is he proof that college basketball’s biggest game-changers aren’t always on the court?