Thursday's reveal of Lonzo Ball's first official sneaker set off a wave of predictable reactions of mockery, disbelief and skepticism. With Lonzo and LaVar Ball putting their product up for official preorder (wait a second: it's not shipping until late November, and no refunds??), the ZO2 (totally bypassing the ZO1 phase, of course) will be the most tracked, analyzed and publicized debut shoe in basketball history.

LaVar Ball has done it again. 

But if you think you'll see Big Baller Brand kicks on LiAngelo Ball at UCLA this season, or on bucket-getting LaMelo Ball when he enrolls at UCLA in 2019, think again.

UCLA last year signed a $280 million, 15-year sponsorship 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 Under Armour. Per UCLA's contract with Under Armour, obtained by Bruins Nation, UCLA players must "exclusively wear and use" Under Armour equipment in games and practices.

So the Ball brothers will be donning UA kicks, and only UA kicks, while playing for the Bruins.

The ramifications for wearing shoes from another company can be serious. Just ask Central Florida, which had its $3 million contract voided by Adidas in 2009 immediately after Marcus Jordan, the son of Michael Jordan, wore a pair of Nike Air Jordans in an exhibition game.

Here's a fun potential twist, though. LaMelo still has two years to go before he enrolls at UCLA. So since Big Baller Brand is a family-run company, he will be able to play in BBB apparel for as long as he's in high school. Who's to say LaVar isn't in the process of concocting a shoe for him now? It would garner just as much press and publicity, and if anything, could give LaMelo a head start. 

Don't put it past the family to try this. I would be surprised if it didn't happen. 

As it stands now, there's a lot riding on Lonzo Ball, who is the first player to ever have his own shoe, via independent company/production, before playing a game in the NBA. The Balls could be trailblazers in this regard, but there is still clear risk at play here. And the $495 price tag for a pair of shoes carries almost as much sticker shock as a pair of Yeezys. 

"This one is for the culture" though, I guess? 

The biggest upset: LaVar Ball did not appear in the video of the shoe's unveiling. This is the first time we've ever seen Lonzo as the face of anything in regard to Big Baller Brand. 

LaVar Ball is firmly implanted in the weekly sports news cycle, for better or worse. With LiAngelo set to enroll at UCLA (he won't be nearly the player of impact that Lonzo was; he's a four-year college player), LaVar is not going anywhere. But the Big Baller Brand can't and won't be a part of the two younger Ball brothers' marketing while playing college basketball.  

Here's the UCLA-Under Armour contract: 

Under Armour-UCLA licensing agreement by Matt Norlander on Scribd