The beauty of Big Baller Brand is that it doesn’t end with Lonzo.

On Thursday afternoon, the Ball family followed through on their promise and dropped a video featuring the new $495 shoe. The reveal takes the video one step further by cementing the go-at-it-alone mentality the Balls have put forth:

The beauty of Big Baller Brand is that it doesn’t end with Lonzo. Younger sons LiAngelo and LaMelo Ball are standouts at Chino Hills High School, with the 15-year-old LaMelo forecasted to be perhaps the biggest basketball commodity of the three in the near future.

“LaVar Ball has been thinking about this a long time. I’ve seen how athletes come in, and even if they have their own brand, it’s very half-baked. Whether you like it or not, LaVar filed for Big Baller Brand [trademarks] last year. He’s really thought this out,” Rovell said.

All three sons, along with their father, wear Big Baller Brand apparel both on the court and off it. BBB’s website sells $60 T-shirts and $38 hats, placing the brand into a premium pricing tier within athletic apparel merchandise.

The public backlash to Ball’s proposed plan and historic rejection was to be expected. However, what gets lost in the rush to write off his plan as another stunt is how Cheap Authentic Baseball Jerseys it actually could work.

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