While the release of Big Baller Brand's ZO2 sneaker "buzzed all over social media" last week, sneakerheads reached a different verdict on Lonzo Ball's signature shoe -- "no thanks," according to Marc Tracy of the N.Y. TIMES. That conclusion "matched those of industry experts." Baker Street Advertising Exec VP Bob Dorfman labeled the shoe the result of the "brazenness, the audacity, the ego" of Lonzo's father, LaVar Ball. NPD Group analyst Matt Powell estimated BBB would only "sell 10,000 pairs." Tracy wrote sneaker culture is "shaped by substance as much as flash." BBB was "not believed to possess the same kind of technology that makes the established companies' shoes user-friendly." Many saw the shoe release as "just the latest antic from LaVar Ball." The reality is that in "electing not to sign an endorsement deal" with a bigger brand, the Ball family "left money on the table." Powell: "The revenue opportunity they've had is now over" (N.Y. TIMES, 5/6). CBSSPORTS.com's Matt Norlander wrote there is "a lot riding on Lonzo Ball" with the release of the ZO2, as he becomes the "first player to ever have his own shoe" before playing an NBA game. The Ball family "could be trailblazers," but there is "clear risk at play here." The $495 price tag also carries "as much sticker shock" as a pair of Yeezys from Adidas. Meanwhile, UCLA basketball commits LiAngelo and LaMelo Ball -- younger brothers of Lonzo -- are unlikely to be seen wearing the ZO2 in college, as UCLA last year signed a 15-year $280M deal with Under Armour and, as "part of one of the biggest sponsorship agreements in college sports history, all Bruin teams are required to wear" UA gear. LaMelo Ball "still has two years" in high school, during which he can wear the BBB gear (CBSSPORTS.com, 5/5).
RISK MANAGEMENT: ESPN’s Darren Rovell said of the price tag for the shoe, "$495 is actually the perfect price. One, if you look at the ship date when these shoes are going to ship, it's November 24. The reason for that is it takes six months to make a shoe, so (LaVar Ball) is basically taking the orders in and only producing what people order. He doesn't know how many he's going to have to make, so if he doesn't know that, he doesn't know how much he's going to have to pay for the shoe. If it's only a couple thousand, he's going to have to the pay about $250 for the shoe, maybe, so he needs to the make a margin. Number two, if the shoe was $150 or $200, we would not be talking about it in the same way we are now. Basically he has no risk from a business standpoint" ("SportsCenter," ESPN, 5/7). ESPN’s Kate Fagan said people "pay a lot of money for sneakers when there’s an awesome story behind them, when that story has grown over 20-25 years, and these sneakers don’t even have a story behind them yet.” ESPN’s Jackie MacMullan said this “first round of shoes will sell out because collectors will want them. After that, it’s all going to be up to Lonzo Ball" ("Around The Horn," ESPN, 5/5).
WAY OF DOING BUSINESS: ESPN's Bomani Jones said of shoe companies possibly co-branding with Lonzo Ball, "I don't think it's possible for a young player to have enough brand strength on his own to make it worth it to the shoe companies to say, 'Let's go into a shoe partnership.' They don't need Lonzo Ball." But he added, "I do wonder if there's going to be somebody who builds this up in such a way where it becomes advantageous to a shoe company to do this. But they have a way of doing business that works: we cut you a check, you wear our shoes, people come buy the shoes, we get all the money. The shoe companies have no incentive to be out here like, 'Hey guys, you and I, we're really in business together.'" Jones: "The shoe company wants you to work for them. So they are not going to flip it unless something drastic changes. I don't think Lonzo Ball is the caliber of star who can make that drastically change" ("Mike & Mike," ESPN Radio, 5/8).
SINS OF THE FATHER? In Phoenix, Doug Haller wrote LaVar Ball has become "basketball’s most divisive personality." While Lonzo is "considered a can’t-miss NBA prospect," it has become clear that teams will have to "weigh the actions and potential distraction of Ball’s father" (ARIZONA REPUBLIC, 5/6). In Dallas, Kevin Sherrington wrote "unfortunately we have not heard last from Lonzo's dad LaVar" (DALLASNEWS.com, 5/7). SI.com's Jimmy Traina wrote what people should "focus on" is that LaVar Ball is "using the Donald Trump strategy to perfection: Say outrageous stuff, behave terribly, piss off half the people, appeal to others, strengthen your base." His use of Twitter is "straight from the Trump playbook" (SI.com, 5/5). In Miami, Greg Cote wrote while LaVar Ball's tactics "might even be smart," they are "off-putting to a lot of people as its heaps a ton of pressure on Lonzo Ball to be an instant star in order to sell sneakers and save the family brand" (MIAMIHERALD.com, 5/7). In Richmond, Mike Szvetitz wrote unless there is an "actual DeLorean that comes with it, paying nearly $500 for a pair of shoes is insane" (RICHMOND TIMES-DISPATCH, 5/7). ESPN’s Ramona Shelburne said “unwittingly, LaVar Ball has turned himself into the obstacle that his son must now overcome” (“Around The Horn,” ESPN, 5/5). ESPN’s Michael Wilbon said of LaVar Ball, “We don’t want to see you, we want to see Lonzo Ball.” ESPN’s Tony Kornheiser said LaVar Ball is “Hulk Hogan in basketball shoes. He’s a wrestler” (“PTI,” ESPN, 5/5).
