Lonzo Ball's father compares son's branding power to Michael Jordan, Nike

LaVar Ball, the outspoken father of UCLA freshman Lonzo Ball, has routinely caused a stir when talking about his son, most recently last week when he told an Arizona radio station that his son would only play in the NBA for the Lakers -- comments he quickly walked back. If you thought that would slow LaVar Ball down regarding his son, who he says will be better than Golden State Warriors star Stephen Curry, you were wrong.

On Monday, the elder Ball spoke on ESPN’s “Morning Show” with Keyshawn, Jorge and LZ about Lonzo Ball’s preparation process for the NBA Draft this summer, UCLA and more. He said the family has created a marketing brand and distribution power similar to Nike’s Jordan Brand. He also insisted his son will be the first to be drafted with his own brand.

“They’re kicking in the door, but they’re shocked at what I’m telling them,” Ball said. “I said, ‘I’m not looking for no endorsement deal. I’m looking for a marketing and distribution deal.’ Branding. The only person doing that is [Michael] Jordan with Nike. That’s what we’re for. If Lonzo doesn’t sign with Adidas, Nike or Under Armour, guess what -- I’ll sign the Big Baller Brand. We already got our own brand. Triple Bs. Lonzo is going to be the first one drafted with his own brand. That don’t happen.”

The Big Baller Brand, as LaVar eluded to, is the family’s apparel company. The logo (BBB) also represents the first initial of the family name. Younger brothers LiAngelo and LaMelo also are committed to play at UCLA. 

While the discussion hinted LaVar might be looking to broker his son’s deals, he made it clear he wasn’t looking to become an agent.

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