In one of the most bizarre and controversial moves in recent NBA memory, the Indiana Pacers have officially hired 22-year-old TikTok influencer Zay “ZiggyHoops” Martinez as their new assistant coach for the 2025–2026 season. The move, announced in a surprise press conference Friday morning, is reportedly part of a larger effort by the franchise to “connect with Gen Z audiences and bring viral energy to the court.”
ZiggyHoops, who boasts over 11.4 million followers across social platforms, is best known for his flashy trick shots, viral dances in full NBA jerseys, and comedic locker room skits. While he has no formal coaching experience, he claims to have “deep strategic insight” gleaned from thousands of hours playing NBA 2K and watching highlight reels on YouTube.
Pacers General Manager Chad Buchanan defended the move, calling it “innovative, daring, and exactly what the NBA needs right now.” He explained that ZiggyHoops would serve as a “Culture Coach,” advising players on body language, in-game celebration choreography, and overall social media presence. “We’re not just building a basketball team anymore,” Buchanan said. “We’re building a brand.”
Reactions from Pacers players have been mixed. Tyrese Haliburton said he was “open to it” but looked visibly confused when asked if he would be joining Ziggy in creating TikTok content. Veteran center Myles Turner, however, was reportedly less enthused, telling reporters, “I’m here to win games, not learn how to trend.”
Head Coach Rick Carlisle, known for his no-nonsense approach to basketball, was not present at the press conference. When asked for comment, a team spokesperson said Carlisle was “reviewing the strategic implications” of the hire and would “issue a statement later this week.” League insiders say there may already be tension brewing behind the scenes.
Despite the controversy, the Pacers social media team wasted no time integrating ZiggyHoops into the fold. Within hours of the announcement, a video was posted showing Ziggy teaching rookies how to hit the “Griddy” after scoring. The caption read: “Vibes > Stats. Let’s GO 💙💛 #PacerNation #ZiggyEra”
Fans on social media were split. Some praised the team’s “bold marketing vision,” while others slammed the move as a “clown show” and an insult to basketball purists. One comment read, “This is why we haven’t won a championship yet. We’re hiring TikTok dancers instead of defenders.”
ZiggyHoops, however, remains unfazed. “I know people are doubting me, but that’s cool,” he said in an Instagram live. “People doubted Steph when he came into the league too. I’m just here to bring energy, creativity, and good vibes. And maybe teach Haliburton how to go viral with a stepback.”
Whether this move will result in wins—or just views—remains to be seen. But one thing is certain: the Pacers just changed the definition of “assistant coach,” and the whole league is watching.
