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The answer might be that Lonzo was just been doing some product research to find out which design elements to bring to own kicks. In September, BBB announced that it had re-designed the ZO2 sneaker, and unveiled much sleeker model dubbed the “ZO2: Prime Remix.” Lonzo Ball has worn them in every game so far during the regular season, and the results have been, according to most NBA analysts, okay so far. (At the time of this writing Lonzo had averages of 9.0 points, 6.6 rebounds, and 6.9 assists per game.) But this time around, Big Baller Brand had help from an unlikely partner in crafting the better-looking kicks.

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The ZO2s emerged only after Lonzo’s father, Lavar Ball, declined to pursue deals with the three biggest sneakers brands in basketball—Nike, Adidas, and Under Armour—on the grounds that each wasn’t offering enough money. For Lavar, enough meant $3 billion, three times the reported worth of LeBron James’s lifetime Nike contract. The Balls decided to go it alone, independently producing the BBB ZO2, and charging almost four times the going rate for most signature sneakers around the league. The ZO2s were available by pre-order in May and slated for a November delivery, and Lavar Ball implied on ESPN’s The Herd on May 8 that the brand had sold 495 pairs of ZO2s. (Sneaker site Nice Kicks put the number at closer to 263, while a week later the LA Times totaled 356 pairs sold by using Big Baller Brand’s website source data.)
That’s not half bad for a first-time brand selling $500 kicks in a crowded space—but not exactly putting fear in the hearts of Nike or Adidas. So it was fair to ask why Lonzo’s father/hypeman Lavar had created the ZO2s in the first place. Was he serious about taking on the establishment? Or were the shoes just a ploy to get the Nikes and Adidases of the world to up their offers? Why would Lonzo be wearing other brands’ sneakers at all if BBB was truly serious about making waves in the industry?