Lonzo Ball will enter his rookie season in the NBA without a sponsorship deal from Nike, Adidas or Under Armour, only his family’s Big Baller Brand apparel.
That, according to a report from ESPN, is due to his father LaVar’s insistence that Lonzo not sign with one of the three major apparel companies unless they opted to sign a licensing deal for Big Baller Brand merchandise instead of outfitting Lonzo with their own gear.
“We’ve said from the beginning, we aren’t looking for an endorsement deal,” LaVar told ESPN. “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 had been representing his son in the negotiations, and is now expected to reach out to other shoe brands, including Chinese apparel companies like Li-Nang.
Big Baller Brand is a startup apparel company launched by LaVar Ball. They sell t-shirts, sweatshirts and hats, with most of their products costing at least $50.
Lonzo declared for the NBA Draft after an all-american season that saw him and the UCLA Bruins flame out of the NCAA tournament in the Sweet 16. UCLA lost to Kentucky in that game, and Lonzo had a quiet night while his point guard counterpart, De’Aaron Fox, went off for 39 points.
Lonzo is a likely top three pick in the NBA Draft and, potentially, could still end up going No. 1. He has two younger brothers as well. LiAngelo will be a freshman with the Bruins next season while LaMelo just finished his sophomore season in high school. Both will attend UCLA.