Holy airball trend goes viral as TikTok users fake ties to famous brands and celebrities

TikTok’s holy airball trend has users jokingly claiming ties to brands like Buc-ee’s and Café Bustelo.

A humorous trend sweeping TikTok has users pretending to be heirs to famous families or business empires — often without a shred of truth. Called the “holy airball” trend, these posts feature people making outlandish claims about their family connections, sometimes tricking viewers before revealing the punchline.

Carson Beaver, one participant, went viral after posting a slideshow suggesting he was related to the Buc-ee’s convenience store chain — thanks to his last name. "Everybody’s always associated the Buc-ee beaver with me," Beaver told The New York Times, explaining the long-running joke. Despite clarifying that he has no real connection to the store, the post racked up more than 6.5 million views and sparked widespread speculation.

Similarly, Laura Bustelo used her last name to suggest a tie to the popular coffee brand Café Bustelo. Although she had no actual affiliation, her TikTok video snowballed into viral attention, with commenters labeling her “coffee royalty.” Despite a disclaimer, viewers debated the video's authenticity in the comments. “I think people just naturally aren’t readers,” she remarked.

Some social media users appear to have changed their usernames to mimic well-known brands solely to participate in the trend. Yet the appeal isn’t limited to imposters. Actual children of celebrities are joining in too. Zoe Jackson, daughter of former American Idol judge Randy Jackson, and Francesca Scorsese, daughter of director Martin Scorsese, both shared tongue-in-cheek posts that played on their family fame.

The term “holy airball,” often styled with an expletive, refers to a basketball shot that misses everything — rim and backboard included. In the context of the trend, it underscores the shock or surprise when the final reveal hits. The blend of fact and fiction has fueled the trend’s viral rise, showing just how easily social media can blur reality.