DIANE BELL
FROM
He posted the video on Instagram the next day, then on his new TikTok account where it racked up more than 5,000 views within an hour.
Three days later, Morton got a direct message on Instagram from ESPN’s SportsCenter asking for permission to use his video on its site.
Is this the real Sports Center, a shocked Morton thought? Of course, they could air it.
The clip was picked up by other online sites and streaming platforms that feature trending videos: Yahoo, NowThis!, Right This Minute, Facebook, People magazine, Scoopnest, Sportsday.Best, Microsoft’s MSN, and more.
A week after it surfaced, the ESPN/SportsCenter postings of the video clip had logged over 1 million views — nearly 600,000 on ESPN’s TikTok account and 405,000 views on SportsCenter’s Twitter platform.
“I wasn’t expecting this reaction,” Morton says. “When I posted it, I figured I would get a couple of congratulations.”
One of those who responded was rapper and social media influencer Jody Highroller, who promised to send Aiden an official NBA basketball net.
Marketers have contacted Morton, whose online persona is J’Amore Love, with offers to send their merchandise and products for possible use in future videos.
Meanwhile, many of Aiden’s fourth-grade classmates at Gage Elementary
School saw him online and greeted him like a celebrity.
Morton isn’t sharing much of the media hype with his son for fear he will be distracted by the attention.
“I don’t want to overwhelm him or have him feel too much pressure,” he explains. “He should just be a kid and enjoy it.”
Despite these few days of fame, Morton says Aiden remains humble. He reminds his wannabe NBA player son to keep his focus on his academics.
Morton, who works in the short-term rental business, is no stranger to the online social networking world. He frequently makes video clips and posts them, usually with humorous and positive life messages, such as curbing violence and preventing suicide. He also posts boxing videos.
Because of his online presence, sponsors have offered Morton products and merchandise. He insists it’s something he does for love, rather than money. “I’m not looking for monetary support. That’s not my thing.”
It wasn’t until last month that he joined TikTok, a video clip airing site especially popular with youth.
The first video he posted, a humorous skit about teachers cutting a party cake, generated more than 1.9 million views, but the climb was gradual, not viral like the basketball hoop video.
Morton says this incident has changed their lives. “Just seeing the way people reacted to Aiden makes our bond closer. I’ve always wanted to be there every second, but this makes me want to home in on it.”
Will there be follow-up videos of Aiden? Absolutely.
J’Amore and Jessica already have posted Instagram videos of Aiden, who plays in a Mira Mesa recreational league, practicing his shots. A recent one shows Mom screaming after Aiden sinks 20 baskets in a row — all captured on video.