Speaking of Kanye…Introducing Big Baller Brand

Via your classmate Sinisa:

Big Baller Brand (BBB) is a new brand trying to penetrate a competitive apparel market dominated by Nike, Adidas and Under Armour. The brand is inspired by the 3 Ball brothers: Lonzo, LiAngelo and LaMelo Ball. Lonzo the most notable brother and oldest at the age of 19 finished his freshmen year at UCLA and has entered the 2017 NBA Draft.

The sports world is forever changed? This might be a bit far-fetched…. I watched some of Lonzo games during his freshman year and he’s definitely good, but will he be a superstar like Michael Jordan, Kobe Bryant or LeBron James? These guys changed the sports world and the game of basketball with their play and even clothing lines, but is Lonzo there yet?

He’s not the consensus #1 projected draft pick, he didn’t take his team to the into the Final 4 of the 2017 NCAA Division 1 March Madness Basketball Tournament, he hasn’t even played a minute in the NBA or scored a point professionally… but his shoe has changed the sports world forever? I guess when you look at the $495 price tag of the ZO2 Prime, it has changed the sports world. There hasn’t even been a pair of Air Jordan’s priced this high in years, making the BBB the most expensive basketball shoes in the market.

When Nike, Adidas and Under Armour all pass on signing Lonzo to an endorsement deal and don’t want anything to do with the BBB prototype shoe what do you do…. You compare your shoe to a Rolls Royce and jack up the price since like a Rolls Royce not everyone has the disposable income to buy a ZO2. “If you can’t afford the ZO2’s you’re NOT a BIG BALLER”

Big Baller Brand has received a lot of buzz on social media, however the over 51,000 likes and re-tweets translated into only 500 pairs of shoes sold in the first week. The brand is looking more like an overpriced version of the Starbury shoe…





One thought on “Speaking of Kanye…Introducing Big Baller Brand

  1. Graham Prentice

    I think it will be very interesting to see the development of The Big Baller Brand and if they are able to achieve the brand equity that it looks like they are trying to obtain. Currently, Lonzo Ball has not played approximately 20 games in the NBA and his performance has been less than elite to use kind words. His performance has been nowhere near the likes of Michael Jordan or a Lebron James. Which brings up the question of why are the shoes so expensive? The brand is currently not aligned due to this. They are selling a shoe at a premium price of a non-premium player. This lack of alignment in the brand was demonstrated when the shoe was released: http://www.latimes.com/sports/sportsnow/la-sp-lonzo-ball-shoes-20170511-story.html. This article discusses that only 500 shoes were sold in the first week of availability. For this brand to be able to compete with the brands such Nike or Under Armour it is going to be necessary for Lonzo Ball to start playing at an elite level or the price of the shoes will need to be dropped in order to create a better value proposition for consumers. It is evident Lavar Ball is trying to create an exclusive premium brand however, it is even more obvious Lavar Ball did not understand that the majority of the consumers will be teenagers and young adults who likely do not have $500 to spend on a pair of shoes modeled after a mediocre basketball player.


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