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Big Baller Brand Analysis

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Big Baller Brand is, according to its website, is a Lifestyle Apparel company, inspired by the three Ball brothers, Lonzo, LiAngelo and LaMelo. A company conceptualized by father LaVar, the brand recently unveiled the ZO2 shoe line, designed for oldest son Lonzo, who is expected to be a top pick in June’s NBA Draft. It’s the first footwear line released under the brand. Three models of the ZO2 line were introduced: The “Prime” version, priced at $495-$695, the personally autographed by Lonzo “Wet” color scheme, ranging from $995-$1,195 and “The Signature Slides, buyable for $220. The “Wet” pair also “come within a clear acrylic enclosure, with cool white LED lighting”, not to mention a “Certificate of Authenticity and a tamper-evident hologram.” …show more content…

Lonzo was recently turned down for shoe deals by Nike, Adidas and Under Armour because LaVar reportedly pushed each company to license his Big Baller Brand, according to ESPN. Last month at SportsBusiness Journals’ World Congress of Sports, Nike consultant George Raveling called LaVar “the worst thing to happen to basketball in the last hundred years.” LaVar responded, "We've said from the beginning, we aren't looking for an endorsement deal. We're looking for co-branding, a true partner. But they're not ready for that because they're not used to that model. But hey, the taxi industry wasn't ready for Uber, either." LaVar has taken a route that few, if any, have taken before, producing a brand and signature shoe for his oldest son. Yet, LiAngelo and LaMelo are also highly touted basketball prospects, and LiAngelo will follow in Lonzo’s footsteps and play for UCLA this fall. LaMelo is a sophomore in high school, who has also already committed to

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