Loud, idiot, buffoon. a**hole, helicopter dad, amongst other things.
You may call him whatever but one thing is for sure, you have strong feelings for LaVar Ball one way or another.
For those who don’t know let’s recap. LaVar Ball is the father of Lonzo Ball, the UCLA star that will be a top-three pick in the NBA draft. LaVar is known for his outlandish declarations and over-the-top personality. He has three sons (Lonzo, LiAngelo, and LaMelo) all who are, let’s just say, really good at basketball. LiAngelo has committed to UCLA and LaMelo is going whether he wants to or not.
LaVar is owner and CEO of Big Baller Brand. That’s his apparel brand designed by him for his children.
After the NCAA Tournament LaVar floated the idea that the Ball family would sign an exclusive shoe deal in the total of $1 Billion. Nike, Under Armour, and Adidas passed on that deal. George Raveling, a Nike executive, even went as far to say that LaVar is the, “worst thing to happen to basketball in the last hundred years.” LaVar, rarely discouraged, still boasted about Big Baller Brand and how he would get that shoe deal.
Ball recently turned his dream into reality, sort of. The Big Baller Brand has released Lonzo’s signature shoe; the ZO2. The shoe is set to release in November and they will cost you a pretty penny.
The ZO2s will run you $495. If you’re really feeling like a big baller then you can purchase the ZO2: Wet for $995. Those are the ZO2s with Lonzo’s signature. It comes in a clear, acrylic case that’s equipped with an LED light for pop. If those are a little too rich for your blood then you can buy the ZO2 signature slides for $220.
As you can imagine, twitter had a field day.
https://twitter.com/BlitzPick/status/860226711870357504
Lavar Ball sneakers what you wear when it's raining and you gotta take out the garbage real quick
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— Gilbert Arenas (@GilbertAgent0) May 5, 2017
https://twitter.com/OceanSprayDoe/status/860283180212920321
Even Shaq had a few words for Mr. Ball.
Hey @Lavarbigballer real big baller brands don't over charge kids for shoes. pic.twitter.com/N2U0VPXXyt
— SHAQ (@SHAQ) May 4, 2017
No worries, though. LaVar is feeling just fine.
Big Baller's loose! If you can't afford the ZO2'S, you're NOT a BIG BALLER! 💰
— Lavar Ball (@Lavarbigballer) May 4, 2017
LaVar might be many things but a fool is not one of them. He knows that all press is good press. He understands that he’s going to have to take the heat and he’s perfectly fine with it.
His explosion in Twitter followers is proof of that.
Last Thursday, LaVar Ball had 2,500 Twitter followers (@Lavarbigballer). He just passed 25,000.
— Darren Rovell (@darrenrovell) May 5, 2017
LaVar’s mindset is simple: if anyone is going to make money off of his children then it’s going to be him.
Nike, Adidas, Under Armour, or any other company isn’t going to sign the Ball family to a contract and only give them a small piece of the pie. LaVar not only wants the pie, but the oven the pie goes in. It’s admirable. He’s willing to risk it all to stand up to the system. I’m sure Phil Knight was mocked and laughed at once upon a time as well.
The genius part? His plan has a natural failsafe.
Let’s say that the ZO2 flops and Big Baller Brand goes under. Yes, LaVar will be a laughing stock but you can guarantee that every shoe company would still be willing to sign Lonzo to a sneaker deal. He’s also taking all the heat off Lonzo as well. If this all goes south no one will blame Lonzo, or this brothers, for being loyal to their father.
By making himself the face of Big Baller Brand LaVar has put himself in prime position to mold it anyway he wants. Lonzo seems to be mellow and keeps to himself; traits that are awful from a marketing prospective. Brands today need someone who’s going to stick out with their charm (LeBron), distinguishing features (Harden‘s beard), competitiveness (Kobe & Lillard)  and/or over-the-top personality (Westbrook). Lonzo doesn’t seem to have any of those characteristics but LaVar does.
This is all hanging on one thing, though.
Lonzo’s performance on the court.
If Lonzo can play to his potential and get into the Rookie of the Year Discussion than this plot will get a lot thicker. Lonzo’s health also plays a small role in this equation as well. If he gets hurt playing in his signature sneaker then a hailstorm of criticism will commence.
Again, LaVar has learned that any press is good press.
If Lonzo gets injured while wearing the ZO2s then LaVar can scratch the project, sign a deal with a major shoe company, and build a campaign around Lonzo’s return. It’s not ideal but there is still money to be made.
My advice to LaVar? Follow the LeBron model and surround yourself with people you can trust. Granted, there’s only one Maverick Carter but the point still remains.
I don’t know the future of Big Baller Brand. Maybe it goes under or maybe it rivals Nike one day.
One thing I do know, LaVar Ball is going to get his money one way or another. Which is, believe or not, the American Dream.
Tweet me: @mattgarrett41
As always, thanks for reading.
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