As I've watched the lives of the
Ball Family unfold over the last year, it's been impossible not to hear more of
Poppa Ball AKA Lavar Ball, and his marketing of the Big Baller Brand (BBB),
than about the actual skill-set of his son Lonzo—who, by the way, is one of the
front runners for being drafted within the top three picks in June’s NBA Draft. Zo's
performance as a freshman has wowed fans all over the country and will most
likely place him in competition with the "creme de la creme" of NBA
rookies next season. However, it seems another level of competition has come
from the likes of his own father's grandiose level of promotion of the Big
Baller Brand.
On the surface, Lavar Ball seems to be another
typical overtly-involved sports dad that wants to see his boy get the most
recognition possible. This type of dad is commonplace in youth sports and
beyond, yet Lavar Ball is more than that. He's more than just an overbearing
dad, that thinks his son is the "2nd coming". No no no... he's the
ultimate God-level troll that seems to piss lots of people off with his verbose
machismo. The elder Ball captures others
with his ability to promote with flair and undeniable captivation. When he
talks, people listen. No matter how
outlandish the claim may be. For example, he recently stated, when speaking of
his oldest heir, "Zo is better than Steph Curry.” Now, anyone with any knowledge of the game of
basketball knows this is simply not true.
Based on the time Lavar has been
the focus of the much debated controversy surrounding his sons and the BBB,
there has been a lot of discussion about the premium price of the shoe and his
ability to market it to a "select level" of individuals. The inflated
retail of a signature shoe that hasn't been tested, reviewed, or vetted in any
way reflects the bravado that Lavar displays concerning his son's, his brand,
and most of all himself. Even though he isn't the first to offer an untested
product at premium price to the market, he is, however, the first to do this in the basketball arena; One dominated by
players who are proven superstars. From a business perspective, the price
doesn't match the value that buyers typically find when making that type of
purchase.
So. long term. the brand will have
to build loyalty in order to sustain and achieve profitability. But again, we
seem to be talking more about the shoes, the brand, and the sports dad, instead
of the player that is to be drafted on June 22nd; Lonzo Ball. You know the actual basketball player from
UCLA that has to perform on the court to solidify his position as one of the
sport’s best. His father, Lavar Ball, has
solidified himself as one the media's best at garnering attention by arrogantly
proclaiming that "Lonzo will only play for the Lakers". It is now time
for “Baby Ball” to take the bottle out of his mouth and speak for himself. A young man is only as good as the freedom
his father gives him to be autonomous. And if that father inserts himself into
the young man’s decisions, he may cripple the opportunity for that young man to
grow and develop into the “individual” that he is meant to be. Solely crafted by him, not his dad. It's
time for Lavar to pass the ball.
-Samuel Ivan Upshaw
