The leverage for LaVar Ball’s apparel company runs deeper than the burgeoning popularity of his three sons.
The father of former UCLA basketball star Lonzo Ball and brothers LiAngelo and LaMelo said the success his start-up, Big Baller Brand, has achieved on its own will inspire others to adopt a business model that skirts the traditional endorsement structure.
LaVar Ball doesn’t intend for his sons to sign contracts with the likes of Nike or Adidas, rather he is seeking a partnership with such corporate giants. Ball’s all-important condition is that Big Baller Brand isn’t swallowed by the company, but remains its own brand under the parent company’s umbrella similar to Jordan Brand’s arrangement with Nike.
“If you don’t close me up or buy me out, people are going to recognize what I’m doing and then it’s going to be taking your market share,” Ball said. “We’ve already talked to Nike, Adidas and Under Armor and if they don’t co-brand with us, we’ll co-brand with Facebook or Google. But the triple-B is going to be on the shoe.”
Representatives from Nike, Adidas and Under Armor have already met with LaVar Ball. None came close to offering the deal he is seeking.
The only deals they offered were of traditional endorsement variety to Lonzo Ball, who is projected as a top pick in the June 22 NBA draft after his lone season at UCLA
LaVar Ball declined to specify which company made the offer, but there is a $100 million endorsement deal on the table for his oldest son. Lonzo Ball will not accept it, rather, remain loyal to Big Baller Brand as the family-owned company evolves.
An offer of that magnitude isn’t common among NBA players. Philadelphia rookie Ben Simmons signed with Nike for $12 million, plus incentives, before he was selected No. 1 overall in the 2016 NBA draft.
Portland’s All-NBA point guard Damian Lillard is under contract with Adidas for roughly $100 million over eight years, depending on incentives.
“Lonzo understands, don’t worry about the money aspect of basketball. I’ve got him. I’m not going to let them use him,” LaVar Ball said. “Nike gets their $3 or $400 million out of him and they cast him to the side. I’m not the type of dad where he makes $300 million and looks up and there’s $10 million in the account.
“Lonzo isn’t worried about the money. He’s worried about being the best.”
LaVar Ball told USA Today on March 13 that his three sons combined deserved a $1 billion endorsement deal. There is a scenario where that number can double.
“Let my boy be a Laker,” LaVar Ball said, “and it goes up to $2 billion.”
The Lakers, who have a top-three protected pick in the June 22 draft, are currently owners of the third-worst record in the NBA. Ball is projected anywhere from the first to the fifth pick.
In the meantime, Big Baller Brand’s success continues to grow. LaVar Ball said his staff has grown since the beginning of basketball season and revenue is rising, but didn’t offer specifics beyond the company currently getting “probably 100 orders a day.”
The company apparel emblazoned with three Bs, one representing each son, sells T-shirts priced between $50 and $60 and hats ranging from $32 to $100. The product line has been expanding, but the obvious missing component is basketball shoes.
Big Baller Brand shoes will be in place by the time Lonzo Ball’s first NBA season begins in September, according to LaVar Ball.
Lonzo Ball wasn’t permitted by NCAA rules to wear Big Baller Brand apparel while at UCLA, but is free to sports the family clothing line now that he is no longer enrolled.
As LaVar Ball gained visibility this season with increasingly brash statements to the media, so too did his brand. Making opportunistic television appearances covered from head to toe in Big Baller Brand apparel was strategic.
“That was free advertising,” LaVar Ball said. “I’m putting so much triple-B down your throat, I was going to make you subliminally want to go buy something.”
Lonzo, LiAngelo and LaMelo gained their share of fame as well. The oldest Ball brother led UCLA to a 31-5 season and quarterbacked the highest-scoring offense in the country.
LiAngelo and LaMelo scored 72 and 92 points, respectively, in single games this season while helping Chino Hills High School to a 30-3 season on the heels of an undefeated run to a state championship and No. 1 national ranking last season.
LaMelo will be one of the most visible high school basketball players in the country next season. LiAngelo will join the UCLA basketball team in the fall and Lonzo is on the brink of an NBA career.
The potential for the family’s fame to rise is significant, further empowering Big Baller Brand’s success.
LaVar Ball has done the math and his company can succeed no matter the direction he chooses. His sons have 3.28 million Instagram followers combined, something on which he placed great emphasis. Each of them have already promoted the family clothing line via social media.
“My boys, all three of them together have three million followers and if each one bought one T-shirt that’s $50 million,” LaVar Ball said. “Now imagine when I put the shoe game in there. Worldwide I should be able to sell a million shoes. Guess what? There’s $200 million. These guys are offering me $10 or $20 million when they’re making a billion. I’ll sell the stuff myself and make that much.
“A brand is the biggest thing you can own.”
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