UCLA’s star point guard Lonzo Ball may well be the number one pick in the upcoming NBA draft but he has not been the most prominent member of the Ball family in the run up to the event.
Lonzo’s father Lavar has crated numerous media firestorms with his outspoken claims about both his son and himself. Lavar has claimed that he would’ve beaten Michael Jordan in his prime and that his sons have a better chance of success in the NBA than LeBron James.
The latest frenzy surrounding the Ball family has been as a result of the release of Lonzo’s signature shoe, a shoe that has been priced at $US495 ($AU670).
Yes that’s right, $495.
Lavar Ball decided to go it alone after talks with Nike, Adidas and Under Armour broke down as a result of his excessive demands. Ball reportedly wanted to package all three of his sons into a $1 billion co sponsorship deal which none of the major brands wanted anything to do with.
The ZO2 which has been manufactured and released under Lavar Ball’s own Big Baller Brand has drawn widespread criticism for both its astronomical cost and money-obsessed branding.
The Ball patriarch defended the cost of the shoe by claiming he was competing at a level above Nike, Adidas and Under Armour – who have some of the NBA’s biggest stars attached to their brands.
To put the cost of the ZO2 into context. LeBron James’s most recent signature shoe with Nike is priced at $175, James Harden’s Adidas shoe will set you back $140 and Steph Curry’s hideous Under Armour clodhopper will cost you a mere $120.
I understand that to make a profit as a small company – which isn’t backed by the corporate might of a company like Nike – your price points are going to have to be a little higher. However, it is hard to see many people deciding to pay $495 for a shoe endorsed by a kid who hasn’t played a single minute in the NBA. Particularly when you can get a trainer endorsed by one of the games biggest stars for less than half the cost.
There is certainly value in what Lavar Ball is trying to do for his son. By creating his own brand Lonzo can be free from the pressures of corporate sponsorship. However, by taking the plunge this early he has taken a huge risk.
If Lonzo does not turn out to be an star in the NBA, the Big Baller Brand will become a laughing stock and his two younger sons LaMelo and LiAngelo will not want to be associated with it.
Lavar Ball is in a unique position in having three sons all with a chance to make it in the NBA and it is understandable that he want to cash in. However, he needs to think about how all of this will affect his sons and how they are perceived.
Unless Lonzo is an instant star in the league he will find it hard to shake the tag of ‘the guy who charged $495 for his shoes’. By trying to tap into the high end sneaker market this early there is a risk that the Ball’s will alienate fans who make up the majority of the league.
Phrases from Lavar such as “If you can’t afford the ZO2’S, you’re NOT a BIG BALLER!” do little to dim the perception that these shoes are priced out of the range of your average NBA fan.
Lavar should maybe take a step back and think about what is best for his son and not for his wallet.
Shaquille O’Neal, the man famous for plenty more than just the size of his shoes, summed it up on Twitter.
Mike Julz
Guest
Don't forget about the BBB slides, cost around $220. More than Gucci slides. Ridiculous!! But hey why bother, his kids not in the NBA yet. Time will tell how will they do. If you look at the business side of it, if all of his 3 sons does make it in NBA, them BBBs price can be dropped to a reasonable price and it would be in high demand. But at the end of the day, no one can surpass Jordans.
OJP
Guest
I concur with this view Oscar; and more broadly, what sort of lifestyle does one aspire to where a mere $120 mil for your shoe contract (with Nike, Adidas as has been reported would be a likely offer etc) is considered to be something to turn down for the prospect of more money, albeit with more risk attached ? If you cant find happiness with $120 mill from Nike, plus your salary from whomever drafts you, I'd wager that more money is not the answer to your problems.
Nate
Guest
Forget the price being the problem, those things are ugly as hell!
Oscar Moore
Roar Pro
I really just wish Lavar would settle down and let his kid play basketball. It's hard enough to make it in the NBA without your dad mouthing off at every opportunity, all it does is create even more pressure on Lonzo. I really hope he does well in the league but man his dad irritates me.
Swampy
Guest
You could buy the ZO2 Wet for USD$995 instead!
GFH
Roar Rookie
Hope he learns a lot about being a shoe salesman, because that's what he'll be doing when he busts so hard.
kevin
Guest
Oscar, i want to laugh him out of town, but geez 3 kids at ucla on full scholarship..thats an acheivement in itself .. the point guard at UCLA is just about the most glamorous scholarship on the west coast. With manufacturing within reach of most prople now because of technology and china, this is an amazing experiment , but 495.. thats crazy !