Trump Picks Self-Proclaimed ‘Alpha Male’ Influencer to Be America’s ‘Brand Ambassador’

President Donald Trump picked Nick Adams, a right-wing influencer and self-professed “alpha male,” to serve as the country’s new “brand ambassador,” the social media personality announced on Tuesday.

His official title will be “special presidential envoy to American tourism, exceptionalism and values,” a new role under the purview of State Department that will lead the slate of events celebrating America’s 250th anniversary and the 2028 Olympics in California.

“The greatest president we have ever seen has bestowed upon me the duty to tell this story near and far,” Adams said in a five-minute video posted to X. “To reignite a love for America at home and relight the sacred beacon atop the shining city on a hill for the entire world to see.”

Adams previously served on the board of the Woodrow Wilson International Center for Scholars during Trump’s first term. His appointment to the new post comes after his nomination to become U.S. ambassador to Malaysia fell apart in recent weeks.

Trump first announced Adams’ nomination for the ambassadorship last July, but his past comments in support of Israel sparked local backlash from the predominantly Muslim country.

Some members of the Woodrow Wilson Board reported in 2024 that Adams functioned less as a board member and more as a motivational speaker for self-styled “alpha males,” a persona that one of his colleagues called “an embarrassment.”

Adams, who has a very public fondness for the Hooters restaurant franchise, has been in his new role for at least a week, according to the State Department website.

“Nick Adams is an America First patriot who will represent our country well as we celebrate our Nation’s 250th anniversary of independence, and we look forward to working with him to further showcase and advance America’s excellence across the world stage,” White House spokesperson Davis Ingle said in a statement to NOTUS.

A White House official said the new position is intended to complement “existing public diplomacy efforts by elevating America’s frontier legacy and faith traditions as pillars of national identity and global appeal.”

Adams, who has dubbed himself Trump’s “favorite author,” is a native Australian who has lived in the U.S. for over a decade and became a naturalized citizen in 2021.

Adams said on Tuesday that he’s proud to serve in the second Trump administration, which has put the country on a “more invigorated national journey.”

“The entire world must be reminded that the United States is the nation where our freedom to worship means that we will always be ‘One nation under God,’ even as others slip into the bondage of nihilism and despair,” Adams said.